Latest News

Join us in Berlin when we exhibit at the Bread & Butter fair the 18th-20th of Januari. You will find us at urban superior men, sr 30.1. Read more about the fair here. Welcome!

We warm the chilly heart of winter with a vivacious cocktail of pinks ranging from morning
glory to hibiscus, cool blues and warm browns with a tangy orange peel twist. Supreme poplin
and poplin with satin stripes compliment the colours with vibrant flair, and edge-stitched
moderate cutaway, button down and Mao collars top off this lively array. See our January delivery here.

Six months ago, Eton began a charitable initiative helping kids living in a children’s home situated in Orissa, India. PK Mahanandia, a real enthusiast, runs the establishment together with his Swedish wife Lotta and they have dedicated their lives to help improving children’s situation in India. Eton contributed fabrics that have been used to sew dresses, shirts, pants, bed linens etc. for the children living at the home. We are very happy to share this beautiful picture we just received, the children’s smiles means the world to us!

We are proud to announce the opening of our exclusive store at Väla Centrum in Helsingborg, on the 24th of November.
 
“I feel proud to open Eton’s first Brand Store in the Helsingborg area. 
We will carry a full assortment of Eton’s exclusive shirts, ties, cufflinks and other accessories”, says Peter Borg, Shop owner.
 
Väla Centrum features more than 140 stores including numerous high-end concept stores from the world’s leading brands. Being the largest shopping centre in the Helsingborg area and one of the biggest in Sweden, Väla Centrum is truly unique. By constantly growing whilst keeping a close eye on detail, Väla Centrum shares our strive for growth that never affects high quality – a great partnership!

Our Pre-Spring collection hits the stores. Here you can find the perfect shirt for the upcoming holidays.

The launch event for our rock'n'roll inspired capsule collection 507 71 was held at Gubbrummet in Stockholm last week. The place was filled to the brim with people exclusively previewing the limited edition collection consisting of less than 200 special designed shirts only available here on our website. Up and coming band Gustaf Törling and the Wolfkings rocked on stage performing four songs all band members dressed in their favorite of choice 507 71 shirt. International press such as GQ magazine, Esquire, Men's Health Germany and fashion icon Nick Wooster were mingling together with local media profiles like photographer Christian Coinbergh, Tiger of Sweden's CEO Markus Thunmarker and Fashion Editor, DJ and blogger Pamela Bellafesta. Read the press release here.

Elegance and class are the obvious themes for luscious September days; the colour scheme is dominated by vivid hues of lilac and purple, expressed in masculine, bold checks and stripes, all in top quality fabrics such as satin, twill and poplin. The contrasting, detachable mandarin collar is a fresh feature that makes a strong statement. The classic tie-pin and details such as contrasting cuffs and odd buttons are other details that make the wearer truly stand out in a crowd.

The Swedish Fashion Gala was celebrated in Stockholm Waterfront Congress Center, Sweden, on August 10, 2011. Hosted by Sweden’s No. 1 fashion trade magazine Habit, 18 Swedish fashion companies were recognized for their outstanding achievement throughout the year. Eton received the prize for best export company with following recognition:  Today, the fashion-forward customer can find the brand’s shirts in almost every corner of the world. With strong export increases, even to countries such as USA, Germany, and the UK where consumers have held on tight to their wallets, this is a well-deserved winner!
Read the press release here.

Join us in Berlin when we exhibit at the Bread & Butter fair the 6th-8th of July. Read more here.

Refined classic patterns in vivid colours and functional yet elegant details play the leading role this autumn, enabling unexpected and personal styling. As always the material is essential, exclusive Italian and French fabrics are used to provide shirts that last for generations