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Swedish Fashion – Our Top Picks
Pushing the boundaries of shirt-making The white shirt is one of the most iconic garments in menswear. Eton’s classic and versatile shirts are suitable for any occasion, from casual button-down Sundays to formal business meetings, empowering the modern man with style and personality. By Malin Norman |
Photos: Eton Shirts
With nearly 100 years in business, Eton has a long heritage in premium shirt-making. This global brand still keeps modern luxury at its core, and the high level of quality is the result of dedication, time and expertise. Trends come and go, but some designs remain the very definition of style, like the Eton shirts. “The white shirt is the garment worn most often by men. It’s our core product,” says Sebastian Dollinger, creative director. “What’s interesting is that since society has opened up again after lockdown, there’s an increased demand for more formal clothing. When wearing an elegant shirt with a great cut, you walk 26 |
Issue 141
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Europe. Weaving is a key step in the making of a high-quality shirt and achieving an end product that looks and feels amazing.
April 2022
taller and feel more stylish. It seems like a lot of people have been missing that.” Best-in-class Signature Twill The design can be described as Swedish craftmanship and functionality mixed with an Italian sense of flair. Eton’s bestseller is Signature Twill, which has been perfected over several decades with small tweaks to the design and more sustainable materials. This is a classic, versatile shirt with a flattering shape, and it is crease-free for a sharp look. The devil is in the detail, and Eton creates its shirts together with some of the most highly skilled craftspeople in
Eton has a wide range of timeless wardrobe essentials for any occasion, from business meetings to casual holiday wear and formal evening events. And there is a variety of matching accessories such as ties, scarves, caps and hats. A few times a year, the brand complements the range with seasonal drops, such as this autumn’s collection From Bright to Night. From a kitchen table to the world Eton saw the light of day in the village of Gånghester, close to the textile hub of Borås, in 1928. It all began at Annie Pettersson’s kitchen table, where she made garments for friends and neighbours. Soon, she outgrew her kitchen
