Eton news and archive

Eton opens new flagship store in Frankfurt

The Swedish global menswear brand expands with their new concept focused on customer experience, Custom Made and category expansion. Eton, known for perfecting shirts since 1928, announces the opening of their new Frankfurt flagship store, introducing the brand’s next-generation retail concept to the German market. The new space follows...

Fashion Partner Content

Tailored to the Second: Craftsmanship Made to Complement Your Timepiece

Eton’s Custom Made service is the ultimate expression of personal style. Designed for those who value precision, quality, and individuality, it offers complete control over how a shirt looks, feels—and fits. In shope or online; the service lets you choose from Eton’s exclusive collection of refined fabrics to custom collar shapes, monogramming,...

Fashion Partner Content

Eton welcomes Maggie Gyllenhaal as Brand Ambassador

In a bold move that challenges conventions and asserts a new kind of elegance, Eton appoints Maggie Gyllenhaal as their new brand ambassador—marking a defining moment in the menswear space. As the first woman to represent the Swedish brand—long synonymous with refined shirting—Gyllenhaal doesn’t just wear the brand, she reframes it. The Academy...

Retail|In Pictures

Eton reopens London flagship following renovation

Swedish brand Eton, known as a specialist shirtmaker, has reopened its London flagship store on South Molton Street following an extensive renovation, as part of its ongoing retail strategy to offer “exceptional retail experiences” across key international markets. The London flagship is described as a “cornerstone” for the brand since it first...

Fashion Partner Content

Eton x Tretorn: A Scandinavian spin on off-court cool

Two of Sweden’s most iconic brands, Eton and Tretorn, have joined forces for a unisex capsule collection that blends elevated tailoring with tennis inspired cues. Drawing from their shared heritage and commitment to quality, the collaboration celebrates Scandi cool at its most versatile and effortless. The Eton x Tretorn capsule is a fresh...

Fashion |In Pictures

Eton unveils tennis-inspired collection with Tretorn

Two Scandinavian brands, menswear label Eton, renowned as a specialist shirtmaker, and Tretorn, known for its stylish and functional shoes, have united for a tennis-inspired capsule collection for spring/summer 2025. The limited-edition Eton x Tretorn unisex collection blends sportswear with modern tailoring, drawing inspiration from vintage...

Fashion

Eton named debut production partner for redesigned uniforms for the United Nations

Swedish menswear brand Eton has announced that it is the first production partner for the redesigned uniforms for the United Nations tour guides at the organization's headquarters in New York. A new initiative, the project sees students from the Swedish School of Textiles at the University of Borås create the uniforms. Marking the United...

FashionPress Release

Love is in the details: Eton's Valentine's Capsule

This Valentine’s Eton launches a limited-edition capsule collection that does all the talking. Designed in signature fabrics—luxurious twill shirts and silk accessories—that say everything that you’re dying to say. Allover Print Shirt The conversation starter—bold hearts for bold personalities. A hand painted print by our in-house print...

Fashion Partner Content

Eton Returns to Pitti Uomo with FW25 Collection: An Updated Wardrobe for the Modern Man

Eton, the esteemed Swedish menswear brand established in 1928, is set to make another significant impact at Pitti Uomo this January with the unveiling of its Fall/Winter 2025 collection. This season, Eton expands its repertoire beyond its renowned dress shirts, introducing new categories that cater to the evolving needs of the contemporary man....

FashionPress Release

Eton’s Holiday Campaign: Capturing Intimate Moments and Quiet Elegance in 'Captured Essence' Campaign.

As the holiday season approaches, Eton unveils its latest campaign, "Captured Essence," masterfully shot by acclaimed photographer James Harvey Kelly. Renowned for his reportage-style fashion photography, Kelly brings an authentic and intimate perspective to Eton's curated holiday selection, highlighting the brand's commitment to understated...

Retail

Eton transforms shirt buying into an experience with latest flagship

Swedish shirtmaker Eton has unveiled its latest Stockholm flagship, a 110-square-meter space testament to the brand's understated luxury. In an era of algorithmic commerce, Eton is reimagining the retail landscape, transforming the mundane act of shirt buying into a curated dialogue between craftsmanship and personal identity. The store's...

Fashion Partner Content

Eton Launches Luxurious Knitwear Collection

Eton, the renowned menswear brand celebrated for its impeccable craftsmanship and timeless style, expands its portfolio with the introduction of an exclusive knitwear collection–a perfect blend of tradition and innovation. Known for redefining modern menswear, Eton continues to push the boundaries of luxury with this new line, blending tradition...