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Our Pioneering Legacy: The Ultimate Wrinkle-Free Shirt Revolution

5 min
Artur, CX & CRO Lead
Artur, CX & CRO Lead

Delving Deeper into the Exclusive, Patented Process and Exceptional Materials That Define Our Signature Shirts

In 1992, we made history by introducing the world's first 100% cotton wrinkle-free shirt, revolutionizing the world of men's fashion. Nearly three decades later, we remain unwavering in our commitment to innovation, continuously refining and perfecting our patented and proprietary finishing process. But what truly sets our wrinkle-free shirts apart from the rest? We invite you to explore the secrets behind this extraordinary process and the unmatched quality of the materials used.

Unraveling the Eton Difference: A Comprehensive Look at Our Unique Finishing Process

Our wrinkle-free shirts stand out, thanks to our unique finishing process, which spans 3-4 weeks and involves over 40 crucial steps. At its core, this process alters the cotton fiber structure on a molecular level, which enhances the natural performance and characteristics of the fiber. As a result, the fabric maintains its crease resistance and recovers any irregularities, consistently ensuring a wrinkle-free appearance.

The pre-treatment of the fabric is a key process in achieving crease-resistant performance. This treatment aligns the strands of the fibers, increasing resistance and creating a beautifully soft handle. The structure is changed irreversibly, leaving the surface of the fibers more open for subsequent finishing steps.

Moisture cross-linking agents implement "bridges" into the fiber to stabilize its crease performance. This cross-linking process creates open space between the cellulose strands, enabling the fabric to remain breathable, moisture-absorbent, and comfortable even after frequent washing.
Finishing process midjourney
Extra Long Staple (ELS) Cotton: The Foundation of Quality and Luxury

Our dedication to quality is evident in our choice of materials. We exclusively use the highest quality Extra Long Staple (ELS) cotton, which accounts for less than 2% of all cotton produced worldwide. Sourced from Egyptian Giza and American Pima cotton, this exceptional material is combined with our wrinkle-free finishing process to create a luxurious, high-performing fabric that maintains its flawless appearance throughout the day, regardless of the wearer's schedule.
Cotton boll midjourney
A Fabric That Stands the Test of Time: Durability and Performance

Our wrinkle-free shirts are designed to last, with minimal shrinkage and exceptional durability. By adhering to our simple care recommendations, such as washing on a low spin cycle and allowing the shirt to dry naturally in room temperature, preferably on a hanger, the fabric will maintain its sharp appearance with little to no ironing required. This not only saves time and energy but also extends the life of the shirt. Any small remaining creases will disappear as the body heat during wear smooths them out.
Performance midjourney
A Commitment to Sustainability and Transparency: Our Enduring Partnership with Tamando AG

We take great pride in our long-standing partnership with Tamando AG, our Swiss finishing partner, which guarantees full transparency and control over each step of the process. The closed system production adheres to the highest certifications, including Oekotex 100 (product) and STeP (formerly Oekotex 1000 - process), ensuring product safety and sustainability.
made up swiss factory midjourney
Our wrinkle-free shirts represent much more than just a luxury item; they embody a pioneering spirit and unwavering commitment to quality, innovation, and sustainability. With our unique finishing process and exceptional materials, we continue to set the standard for wrinkle-free shirts, providing discerning customers with a product that seamlessly blends style, function, and lasting value.