After a period of financial restructuring, EYTYS is entering a new phase with a sharper focus and a more personal expression. The reopening of its Stockholm store on Norrlandsgatan marks a reset for the brand, both creatively and operationally.
Designed as a lived-in gallery rather than a conventional retail environment, the space combines EYTYS’ full footwear collection with curated interiors, an espresso bar, and a mezzanine bookstore. Every object in the store is available for purchase and replaced as it is sold, allowing the space to continuously evolve. Founder, designer, and newly appointed CEO Max Schiller describes the project as a return to intention and craft, using the physical space as a platform for experimentation, collaboration, and cultural exchange.
The space brings together footwear, interiors, art, coffee, and books. Why was that mix important?
– Footwear is our anchor, but EYTYS has always existed within a broader cultural frame. By weaving interiors, art, coffee, and books into the same space, we’re giving context to the brand.
You worked with Hultman-Vogt on the redesign. What was the brief?
– The brief was straightforward: create a space that looks like my ideal home, inspired by Andrée Putman’s personal Paris loft in the 80s. I worked with Jonas Hultman on all my homes throughout the years, so the process started long before creating this space together.
Every interior object is for sale and drawn from your personal collection. How do you approach that curation?
– I collect instinctively. I’m drawn to objects that carry a certain material weight. Some pieces are iconic; but most are anonymous. What unites them is that they are instant and confident. “The EYTYS universe” isn’t about a specific style; it’s about curation where character matters more than perfection. Offering these pieces for sale is a way of keeping the space ever-evolving.
The gallery includes works by Hermann Nitsch and Nobuyoshi Araki, alongside coffee and books curated by Lilla Espresso Bar and Nora Arrhenius Hagdahl. How did those collaborations come together?
– These artists or collaborators are people and practices I genuinely admire, not strategic additions. Nitsch and Araki both explore intensity and intimacy in straightforward and uncensored ways that resonate with me. Aron Heinemann’s Lilla Espresso Bar is the perfect balance between eccentricity and perfection. Nora Arrhenius Hagdahl is one of the most exciting young curators in Stockholm. With their coffee and book selection, they root the Gallery in culture, not commerce and reinforce that this new chapter for EYTYS is about depth, not scale.
EYTYS is now fully refocused on footwear. What does that change in practice?
– Refocusing on footwear allows us to slow down and obsess over details again; the weight of a sole, the curve of a last, the feeling of balance when you step into a new style. It isn’t about being slower for the sake of it; it’s about resisting the pressure to constantly multiply. Our goal is to release fewer products with deeper meaning and stronger craftsmanship. Evolution should feel organic, not forced. If each design carries intention, the brand will grow in a way that’s sustainable, both creatively and operationally.
How do you see the gallery evolving over time, and what defines success for this next phase?
– The Gallery is designed to be alive. Objects will shift, collaborators will come and go, and the space will absorb new references as we do. I see it as a platform where we can experiment without feeling too constrained. Success, for me, looks like creating a space people return to not only to buy something, but to reconnect with a feeling. If the Gallery becomes part of their routine, their inspiration, or their curiosity, then it’s doing exactly what it was meant to do.
