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During the darkest days of the year the tone of the season transcends into Eton’s shirts. Deep powerful tones of dark blue, lilac, lavender, red and grey in daring Bengal stripes and checks are softened by mixtures of satin in a predominantly poplin based collection. The odd contrast button and stitching add playfulness to these refined shirts.

Eton launches a new collection, named 50771. The new collection combines contemporarily design expressions with true details of craftsmanship and material of the highest quality. It conducts Eton’s heritage at the same time as the design will elaborate with different expressions and styles to attract the conscious and stylish fashion customer.

Don't miss the exciting interviews with staff at Eton in "The Shirt"-section.

Hear Kjell Åke Johansson, tailor at Eton, talk about the impressive process that an Eton shirt goes through, from a roll of fabric to a ready-to-wear shirt.

Michael Redda, International Sales & Marketing Director at Eton, spends his days preparing the company for the future. Don’t miss to watch the interesting  interview with Michael!

Sebastian Dollinger is Creative Manager at Eton. Lean back and listen to Sebastian talking about the importance of creativity in the ever-changing fashion industry.  

In a recent interview Jan Borghardt, Senior advisor at Eton, tells us all about Eton’s impressive history and how it grew from a small family owned company in Sweden, to a global success.

Our children are without hesitation, our future! We have the privilege to support Unicef due to the establishment of our “Children for Children” project. Unicef is a fantastic driving force that helps to build a world where the rights of every child are realized. The organization has the global authority to influence decision-makers and to turn the most innovative ideas into reality. Thank you all for helping to improve the future of our children!

The innovation and creativity appearing in the 1930´s and the free expression in the 1980´s inspired us to design this collection. In the New Romantic theme we have created a modern and romantic feeling which emphasizes style and comfort. This feeling is translated into the creation of shirts in chambré, twill, rich poplin as well as satin and poplin mixes. Classic pink and shades of blue and earthly tones of brown are merged together; bringing back the new romantic style in a very modern way.

Elegant Afternoon

The Elegant Afternoon theme is all about looking smart and elegant in a summery and relaxing afternoon. It is a perfect collection for the man who wants to be distinguished and far beyond the mainstream, showing both a strong edge and true charisma. Shirts in fil coupe, poplin and oxford are coloured in essences of lime, turquoise and shades of purple. There is one particular shirt that leaves nothing aside and that is a flower printed shirt which includes the colours of this theme; an elegant and exclusive shirt for afternoon wear.  

Summer in the City

Each and every shirt of this collection is truly incorporating the city pulse during the summer time. Heat and motion are key words when describing the Summer in the City theme. Fabrics in twill, poplin and oxford are dipped in the bold and bright colurs of yellow, orange and fuchsia as well as in more calm colours such as blue, white and light brown. Different patterns in a mix of stripes and checks are perfectly matched with the chosen colours, giving a warm and strong look.

The new Brand Store in Sollentuna, Sweden

We are proud to announce the opening of our exclusive Brand store in Sollentuna, Sweden, on the 10th of December. In a climate where other companies are streamlining expenses and closing stores, Eton is moving aggressively forward to support the position as a specialist and innovator in the luxury shirt segment.

Urban Marine

The Urban Marine theme is inspired by the fast pace of city life and the calmness of the countryside. Colours of white and different shades of blue represent the calm essence of living close to the sea; meanwhile red and black evoke the constant movement of city life. Satin, poplin and twill shirts are carefully selected to fulfil this theme. A true eye-catcher in this theme is a dark blue and white-striped shirt enriched with a flower print in the colours of red and blue.