New Classics Exist: Eytys 5-pocket

hion is cyclical— many trends are merely time-travelers, whom return with re-invented classics. But while we all love a good vintage look, contemporary culture has moved forward in many ways.

For example, take today’s trending utilitarian attire. Although it may be time to take on the traditional uniform, today, our cultural climate requires advancements in the old-school aesthetic.

There needed to be a new classic. Confident, contemporary garments, geared towards a chic, gender-neutral, fashion crowd. And that is where Eytys comes in, with their new 5-pocket jeans. Looking to the past, and listening to the present, they created three styles, Benz, Boyle, and Cypress, available for purchase November 16th.

“These new classics didn’t exist yet; that’s why we made them.”

Photos courtesy of Eytys

The campaign was conceived in collaboration with independent, London-based Buffalo Zine, and shot by Dutch photographer Philippe Vogelenzang. The aesthetic and slogans are drawn from retro 1970’s denim ads, and revisited with contemporary cheekiness.

For the branding of the Eytys 5-Pocket collection, Eytys collaborated with Puerto Rican-born, New York-raised artistJonny Negron to create artworks to celebrate each style.