Magniberg x Eytys Pop-up in Stockholm

Eytys and Magniberg may seem like opposite brands, but a joint project shows how well they work together

When two Swedish labels get together for a joint project, it sounds promising. And that’s exactly what sneaker label Eytys and Magniberg, a design group known for its bed linens, did. Together they’ve created a world that visualizes their style and respective spheres, and just how well the two seemingly different design approaches work together is proven by a photo series.

New York-based photographer Fryd Frydendahl and his team sailed across the Baltic Sea for the project. They combined interior elements of a raw (and sometimes ugly) nature with high-quality Magniberg sheets and casual Eytys sneakers. Both labels stand for simplicity and quality, split with elements of youth culture.

Magniberg created a pop-up store in the the Swedish sneaker label’s concept spaces to accompany the photo series where bedding meets interior design and tailor-made coats, joined by rare magazines and books. The pop-up store will be open until November 14th at Eytys Stockholm City.

Eytys co-founder Max Schiller is thrilled by the collaboration between the two labels: “Magniberg approaches the same recklessness of my design idols, Helmut Lang and Shiro Kuramata. They fearlessly bring unexpected materials, contrasts, and color combinations into our bedrooms like has never been done before.”

Eytys has become a phenomenon since it was founded in spring 2013. According to Business of Fashion, they generated around two million euros of revenue after just one year – and with just one model of shoe, mind you. The label is still financed without investors, although both founder’s backgrounds will have contributed to that: While Max Schiller gained his experience at Acne Studios under Jonny Johansson, Jonathan Hirschfeld worked as an investment banker.

Magniberg was founded in the summer of 2016. Like Max Schiller, founders Bengt Thornefors and Christoffer Svensson began their careers at Acne Studios. They observed their friends’ purchasing habits in regards to furnishings for years. In their opinion, the bed was such a huge object, but one that was given too little attention. The bed as a “fashion piece” – that was their inspiration, and from there they began to design sheets that are more than just a piece of utilitarian fabric. Pretty cool.

The pop-up store will be open until the 14th of November. Further information about the two labels can be found on the websites here and here. A few visual impressions can be found on Instagram here (@magnibergofficial) and here (@eytys).

Eytys Stockholm City
Norrlandsgatan 22
11143 Stockholm

Opening hours:
Monday – Friday: 11am – 7pm
Saturday: 11am – 5pm
Sunday: 12noon – 4pm

pictures: PR