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Style guide

Discover Eton’s style guide and let us inspire you how to elevate the wardrobe. Whether you are looking for the perfect business outfit or the right look to go for lunch with your friends, find out how Eton would wear it and look your sharpest and smartest at any time.

The Denim Zipper

In indigo denim and with a two-way zipper, this future classic is one of our coolest shirts.

All about denim

Discover 4 different ways how to style the wardrobe staple.

The Popover Shirt

Discover the key details behind this shirt icon and our best tips on how to wear it.

The perfect summer look

Our two favorite must-have styles to dress in pure comfort and impeccable style for the summer escape.

The art of weaving

Discover the craftsmanship of weaving the perfect shirt fabric.

The perfect summer shirts

Don't drop your sartorial standards just because the temperature rises. Discover our perfect summer shirts this season to stay cool and stylish.

Summer party

When the colours of the sky are changing to lustrous yellow and blazing orange, we are dressing in bold colours to make a stylish impression at the summer party.

Great ways to style our blue shirts

Casual or formal, patterned or plain, buttoned-up or buttoned-down: Blue shirts strike as the wardrobe power player.

Let's talk business

Add a pinch of style between 8 and 5 and opt for something else than plain white and blue.

Smart casual

We have collected some of our favorite styles this season, in which you are going to be well-dressed, yet not overdressed.

Simply Paisley

No rocket science – the paisley design is a timeless classic and easy to match.

Catch it if you can

Our fish design celebrates a stylish comeback with a fresh look and becomes once more an absolute must-have for the summer.

High/Summer 2017

The High/Summer collection embodies with its fresh colours and smart designs the spirit of the season.

The Oxford Shirt

Easily one of the best friends a man can have. Available in a wide range of colors and patterns our Oxford shirts score with high quality and comfort while suiting both casual and formal looks.

Decode the dress code

The wedding attire for men can be hard to get right. However, before you rack your brain about it, have a look at our guide on how to dress appropriately and stylish for a wedding.


Style Expert Andreas Weinås shows how to get the most out of our denim shirts.

Shop the look

Styling tips on how to match our most classic styles.

Refined Casual

How to dress smart without a tie.

12 ways to wear it

Styling inspiration on how to nail our classic white shirts.

Anything but basic

Discover the key details of our most popular white shirts.

Spring 2017

This season, we derive a palette from the flower fields and sunset skies, we find prints and patterns in the fauna and let the Swedish spring burst into bloom..

The Grenadine Tie

How do you define a tie? Here, at Eton, it’s the superior craftsmanship and meticulous quality that create a garment. Our new grenadine tie is no exception. Supremely luxurious yet discreet, it guarantees you make a dashing impression, no matter the event.

Style Profile: Fredrik Berselius

Only a few months after opening, Swedish chef Fredrik Berselius’s Restaurant Aska in Williamsburg, Brooklyn, was awarded two Michelin stars. Fredrik flawlessly blends modern Nordic cuisine with rich New York food culture.

How to wear your scarf

Sartorial signature or cold weather staple? Discover our tips on how to wear your scarf and nail the perfect autumn look.

Dress code: black tie

Classic elegance and contemporary style in perfect balance – the great celebrations in your life leave little room for compromise.

Style Profile: Giampaolo Alliata

Celebrated style icon and Sales Manager at Doriani Cashmere, Giampaolo Alliata embodies Italian elegance...

Style Profile: Max Poglia

Born in Brazil, raised in Italy and now living in New York, Max Poglia has created a completely unique style of rugged elegance...

Style Profile: Fabrizio Oriani

CEO and Founder of Gentlemen's Wear Daily, Fabrizio Oriani is never afraid of wearing bold patterns and vibrant colours...

How to master the office dress code

Eton’s Editors put their stamp on the tried and tested sartorial solutions.

How to create the perfect office wardrobe

From board meetings to creative workshops – a versatile office wardrobe gets you ready for any business situation.