Stockholm label whose chunky Angel trainer became a global fashion week staple — now a full fashion brand with DTC and premium stockist distribution and an underground aesthetic.
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See all ads on AdLibrary →Eytys is a Stockholm fashion and footwear brand founded in 2013 by Jonathan Hirschfeld and Max Schiller. The brand's Angel trainer — with its oversized Vibram sole — became an international fashion week phenomenon in the mid-2010s. Eytys has since expanded into apparel, maintaining a Stockholm underground aesthetic across DTC and wholesale.
Eytys' advertising is intentionally understated and editorial — campaign images read more like Dazed & Confused editorials than product ads. The brand relies on stockist placement at influential retailers (Dover Street Market, Ssense, End) to communicate brand positioning, with DTC serving as the conversion channel for the established fan base. Paid social spend is selective, concentrated on the Angel trainer and seasonal apparel drops. See Eytys' ads at AdLibrary.
Instagram is Eytys' primary channel, where the underground aesthetic and editorial campaign images align well with the platform's fashion community. The brand's organic content — moody, understated, anti-commercial — generates strong engagement from the Stockholm creative community and international streetwear audiences. Facebook paid targeting reaches 22-38 fashion-forward buyers interested in sneakers, contemporary fashion, and Scandinavian labels.
Copy is minimal — season reference, model name, often no benefit copy at all. 'Angel. AW24.' The images do the selling. Stockist listings and retailer partnership content use the retailer's voice. When the brand does use copy, it references Stockholm geography and youth culture rather than product features. The Vibram sole partnership is mentioned in product specs but rarely in campaign copy.
Eytys demonstrates how a single iconic product (the Angel trainer) can build a brand platform for category expansion — using the sneaker's cultural credibility to validate apparel without requiring separate brand-building spend. Their lesson: invest in getting one product culturally right, then expand. The underground aesthetic also shows how refusing mainstream advertising conventions can itself be a market positioning choice that attracts the right audience.
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