Stockholm, Sweden In a little over a year, Jonathan Hirschfeld and Max Schiller have initialized and managed to bring their fledgling Swedish sneaker brand, Eytys into the market and become a renowned brand. It is pronounced as '80s' and spelled with Ys in reference to Generation Y. as this brand comes into the market, it gets immediate popularity between youngsters and it started growing you cult sensation set to generate €2 million (about $2.5 million) in revenue in 2014. This is obviously surprising, considering that, until very recently, Eytys made only one product and that's a unisex platform sneaker with was nothing but a significantly thick rubber and cork sole with a minimal upper that has appearance like a ubiquitous deck shoe. This model is known as the "Mother," gains its maternal name from its "mother ship" status as the label's first foray into the footwear. Although Schiller and Hirschfeld can easily recall their first ever pair of sneakers as black suede Converse and navy suede shoes by DC, respectively. Neither of them associates with what Schiller calls the "sneaker hype scene," a niche culture which is obsessed with rare Nike trainers. 

Though Schiller acknowledges that the shoes from Eytys also align with current trends in fashion and deals with the best in the market that veer towards looser fits and androgyny. "There's a way and a proper method of power dressing and it's not masculine neither it is feminine. Wearing bold proportions gives you a certain self confidence and vibe, like the Mother with its thick white sole." A lot of work went into perfecting the sole and making it comfortable. While other companies in the market build their rubber soles in layers, Schiller planned to utilize one rubber mold with air holes in different places in order to help with weight distribution. For the maximum comfort, He also added a cork footbed on top due to his love of Birkenstocks. 

Eytys has no investors still its seed capital came from Hirschfeld and Schiller themselves, who put about 70,000 kr each which is about $10,000 of their own money into the business. This is supplemented by a loan of about 60,000 kr from a state-run lender as well. Most of the money is invested in producing samples and the first collection in the market. Hirschfeld says "I think we planned it and in a good way," "We're not big spenders. We tried to be as focused as possible in the beginning and we've taken that cost-effectiveness with us as we've grown."

Eytys has also worked out a sustainable and efficient ordering system on the factory as well as on the consumer side. Eytys launched around April 2013 with just 25 stockists. Hirschfeld says and believes that "We want to sell in stores that we like," "So we approached the stores that we knew and liked and quite a few of them were keen on Eytys and supported us from the start." with the support of the people who believe in the brand name eytys and by providing the best quality product to their customer, Eytys is now becoming one of the best brands in the respective industry.