Eton

Since its founding in 1928, Eton has stood as a beacon of style, quality, and craftsmanship, reimagined for a world in flux. Established by the dedicated husband-and-wife team David and Annie in Sweden, Eton has been a champion of high-end men's fashion for nearly a century, embodying the belief that while fashion may change, true style endures​​.

Eton's identity is rooted in the idea of design as a means to express individuality and inspire confidence. The brand's commitment to style and craftsmanship has led to innovations like the world's first wrinkle-free cotton shirt, and has driven its obsession with menswear even further, aiming to provide style for every occasion in life​​.

The brand's design ethos combines a Nordic approach to style and craftsmanship with a Milanese sense of flair. Eton's collections range from sharp dress shirts for formal occasions to casual shirts, t-shirts, and overshirts made from luxuriously refined materials. These garments are accompanied by men's accessories, all crafted in collaboration with some of the finest craftsmen in Europe​​.

The Eton quality is a testament to the brand's uncompromising approach to its work. There are no shortcuts or workarounds in the creation of Eton products. The brand takes pride in using only the finest raw materials and works closely with suppliers at every step of the way to ensure each product meets the highest standards. This dedication to quality is manifested in the choice of materials used, such as the finest cotton, silk, Tencel™, and wool​​.

Eton distinguishes itself with a subtle brand signature – a dark blue ribbon inside each shirt collar, rather than overt logos. This approach is rooted in the belief that quality speaks for itself. Once familiar with the look and feel of Eton's design, one can easily identify an Eton product even in a crowd​​.

Moreover, Eton is committed to sustainability, viewing it as a series of better choices made in collaboration with its suppliers. The brand aims to ensure the longevity of its products and has set the goal of using only 100% organic or recycled cotton by 2025​.

Today, Eton is a global brand with a presence in some of the world's most exclusive department stores and boutiques in Europe, North America, the Arab World, and Asia. Even as it nears its first centennial, Eton's Global Head Quarters remains in the Swedish village of Gånghester, where it all began. The brand's reach extends online through its flagship store and partner platforms, making it accessible to customers worldwide​.