Few brands have transformed like EYTYS. Founded in Stockholm in 2013, it came to market with a handful of signature footwear styles, but by 2019, it developed itself into becoming a fully-fledged label providing ready-to-wear pieces designed for all. One of the leading items from its ever-growing clothing catalog is the Benz, a pair of jeans that have a chokehold on the IYKYK fashion crowd, and soon, beyond.
EYTYS aims to spread the word with its new Spring/Summer 2023 denim campaign, “LOVE AND POISON.” It tells the story of Miles, Mary and Olivia, three EYTYS muses who find themselves in a bit of a love triangle. Miles, for example, is described as being hot for his “effortless look — baggy jeans, slim white leather sneakers and a white T-shirt with a print saying ‘Eurotrash’ on the chest. Had he even been to Europe?”.
Likewise, the three are all seen wearing the Benz jean — some in a brutalist-inspired gray tone, others in classic shades of light and darker blue. Another is in cream with blue tie-dyed elements stained into the legs, while faux leather iterations also make an appearance.
As for the protagonists, they end up playing a game of Truth or Dare? before realizing that they might have to spend the night together, as a three, alone.
The full story can be found online and via EYTYS’ Instagram, while the jeans and lookbook in question can be seen above, as well as purchased in-store and online now.
In other news, check out Bottega Veneta’s updated leather essentials.
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