Press releases

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.

For high summer 2011 we launch  our shirt collection in very bright colours that will send your mind to a candy store. In this collection you will find everything from new basic patterns to the perfect casual shirt for those hopefully warm summer days and nights. The collection is also made of the most beautiful fabrics from northern Italy. With button-down and cut-away collars in focus; all matched together with the best quality ties and cufflinks made in England.

With the Autumn/Winter 2011 collection, Eton further strengthens their position in shirt making, originating from a rich heritage of quality and craftsmanship. Refined classic patterns in vivid colours and functional yet elegant details play the leading role this season, enabling unexpected and personal styling. The colour palette is influenced by American Ivy league meeting Milanese autumn, which ranges from aqua combined with dark green to dark lavender with elements of grey. Eton sets the mood for the season with four prominent collars; the extreme cut away, the edge-stitched moderate cut away, the pin collar and button downs. As always the material is essential, exclusive Italian and French fabrics are used to provide shirts that last for generations. The Autumn/Winter collection 2011 is best described as playful and pioneering, sprung from Eton’s heritage and passion for the art of shirt making.  

Quality & absolute attention to details will be the key for the 507 71 Spring Summer collection by Eton. Inspired to take every day essentials in a man’s wardrobe and interpreting them in our way, the collection consists of White, Blue and Grey and a total of 9 different styles in fabulous qualities.

Shirt specialist Eton of Sweden moves one giant step closer to becoming the destination for exceptional shirts in America. On December 13, 2010, the company will open its first freestanding store in North America – located in the heart of Manhattan’s high-end shopping district at 625 Madison Avenue and 58^th Street. This store promises to become a new Mecca for the city’s most discriminating consumers just as it has throughout Europe.

"The opening of this store marks an important milestone for Eton. Our loyal New York customers have asked us time and again for a location in the city. We are thrilled to offer them the full breadth of our collection in this fantastic neighborhood,” explains Hans Davidson, President at Eton.

Working with only the most luxurious fabrics available for a sustainable and quality focused lifestyle.

This collection is not for everyone, it is only for those who understand and share our value of creating tomorrow's vintage.

Inspired by the seasonal colours of northern Scandinavia, dark blur, light blue, red, black and grey, we are working with these colours in a sophisticated and timeless way.

Only the highest quality satins, twills and poplins are in focus for this Christmas delivery; the perfect gift to someone or for yourself.