Swedish shoe-brand Eytys is here to refute the reverberating claim that “New York is over”. Their latest venture in print, “These Colors Don’t Run”, is an 112-page ode to New York’s enduring and potent symbolism. Despite skyrocketing rents and gentrification across all 5 boroughs, the city remains a magnet for creative energy and maintains its reputation as a haven of artistic freedom. The draw is not the gritty streets, but rather the mythology that they sustain. It’s not what New York is, but what it stands for: freedom, opportunity and diversity. As proponents of art (exemplified in the brand’s countless artist collaborations), it makes perfect sense that New York has a special significance to Eytys.
“We wanted to use New York as a case study to show that diversity is beneficial to society and creativity”, explain Max Schiller and Jonathan Hirschfeld, the masterminds behind Eytys. The two partnered with New York-based Swedish photographer Robert Lindholm to create a publication which captures the city’s spirit of inclusivity, in a timeless, reportage style. The warm hued images dreamily encapsulate the golden aura of hustle and heat that fills the city streets during the transition from summer to fall.
Eytys is unafraid to mix fashion and politics and “These Colors Don’t Run” is a testament to that fact, proudly proclaiming that the publication is “a response to the cold winds of populism sweeping over the Western world”. Schiller and Hirschfeld suggest that the world continues to look to New York as a reminder that true innovation is a product of collaboration. Culture is enriched by multiplicitous perspectives; as attested by a stroll through Lower Manhattan — from Chinatown, through Little Italy and the East Village. “This city doesn’t build walls, it doesn’t judge and it doesn’t exclude,” Eytys explains. “The collective idea of New York makes it our global shared city.”
In Eytys’s eyes, New York stands in contradiction to its overruling American administration, harnessing xenophobia as a nationalising force. When we asked if fashion and style can play a role in the resistance, Eytys replied: “Fashion is a major part of the zeitgeist. The fashion industry is a global community with a collectively huge voice that can be used to speak out against these populist movements and show the benefits of a global, shared society.”
“These Colors Don’t Run” is available now.