Press releases

On Thursday, May 2, a Swedish celebration with master DJ Jack Guinness was held in honour of Eton’s new flagship store—a beautiful, three-storey converted Georgian townhouse located at 53 South Molton Street, London.

At the crossroads of fashion and history Eton opens flagship store in heart of Mayfair. It is with great excitement that we at Eton announce our inaugural flagship store in London. Doors to our beautiful new location on South Molton Street will open on April 2, 2013.

Today, finely dressed men around the world can rejoice; our new Autumn/Winter 2013 collection will hit stores in July. As always, our new additions flaunt the finest raw materials, impeccable aesthetics and a full range of adjacent accessories. A unique colour pallete follows each month of the season, with bright colours launching in July and easing into relaxed,
down-to-earth tones for September.

On September 28th, Eton will open their first freestanding Brand Store in Stockholm, Sweden. The store will be located in the heart of Stockholm’s high-end shopping district at Stureplan at the corner of Sturegatan/Humlegårdsgatan.

For our SS 2013 collection, we went with who we are as a company. The collection has all of our eccentric streaks, but mixed with our profound respect for the craftsmanship that goes into a well-made shirt. The result is classic tailoring from our very own factory floor, with inspiration from well-dressed gents in Paris and London.

The Swedish Fashion Gala 2012 is arranged for the sixth year in a row by the fashion trade magazine Habit. The criteria for this years award is for example the best sell through, the best stock service and/or the best collection of the season.

We are proud to usher the true gentleman into the fall with grace and panache in our Autumn/Winter collection 2012.  In July we celebrate the warm rays from the summer sun in vivid shades of blue, yellow, pink and purple, balanced out with tones of red and brown. August brings with it darker shades of purple, blue, black and grey and welcomes the lovely and elegant autumn season with fanciful pops of pink and turquoise-green. Finally, we brightens up September’s waning days with vibrant red nuances combined with navy and white.

To celebrate the launch of the Jimi Hendrix inspired 507 71 collection for Autumn/Winter 2011, Eton hosted an intimate event at Gubbrummet in Stockholm on the 27th of September.

Eton received the Fashion Export Award 2011 - the prize is awarded to a Swedish fashion supplier whom through creativity and excellent work broke new grounds with its exports and is achieving great success.