Eytys Collaborates With Fictional Beauty Brand “Purple Velvet” on Apparel Capsule

After moving into apparel with its denim collection last year, Swedish label Eytys has now revealed its “Purple Velvet” capsule. The new collection is a collaboration with a fictional beauty brand — named Purple Velvet — and features graphics of ’90s-inspired adverts for Purple Velvet’s Midnight Special Body Lotion.

The apparel capsule includes T-shirts, sweatshirts and jeans all of which are inspired by vintage clothing and feature Purple Velvet branding. To accompany the clothing, Eytys has partnered with Swedish skincare and perfume label Björk and Berries to create the Purple Velvet Midnight Special Body Lotion, which is organic and comes with a violet scent. The collection — and lotion — is available now from the Eytys web store.

Eytys was also named as one of our five emerging sneaker brands to watch out for.

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