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Fall/Winter Lookbook 2025

Fall Winter 2025 is about balance—polish without rigidity, comfort without compromise. 

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Fall Winter 2025 Collection - Eton

Fall/Winter 2025

Fall Winter 2025 is about balance—polish without rigidity, comfort without compromise. This season, Eton unites new soft tailoring, tactile shirting, and functional outerwear into a wardrobe built for the city, the countryside, and everywhere in between.

Fall Winter 2025 Collection: A Sartorial Evolution

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What to Wear for a Summer Regatta

Discover what to wear to a summer regatta with Eton’s curated style guide. From Gotland Runt to relaxed yacht club weekends, explore five refined looks.

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Summer Regatta | Men’s Sailing Style Guide | Eton

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Five regatta-ready outfits for men, from yacht club dinners to seaside lounging. Inspired by Gotland Runt and Scandinavian summer style, this guide helps you navigate the season in timeless elegance.

Eton’s Stylist in His Summer Edit Favorites

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Discover five timeless summer looks from Eton’s stylist Victor Rotting—styled in Florence and built to move through heat, light, and everyday elegance.

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Victor’s SS25 Summer Style Edit | Eton Shirts

Summer Edit

Eton’s stylist Victor Rotting shares his favorite looks for the season—five timeless outfits styled on the streets of Florence in our SS25 Summer Edit.

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Polos: A care guide

Crafted from Filo di Scozia—an exceptional double-mercerised Egyptian cotton—our piqué and jacquard polos combine luxurious comfort with elevated style. 

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Essential Care: Filo di Scozia Piqué & Jacquard Polos

Polo Care Guide

Crafted from Filo di Scozia—an exceptional double-mercerised Egyptian cotton—our piqué and jacquard polos combine luxurious comfort with elevated style

Essential Care for Your Filo di Scozia Piqué & Jacquard Polos

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How to dry

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Storing your linen

Pro tips & Key highlights

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Linen: A care guide

With the right care, your linen garments will retain their elegance and durability for years to come.

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Linen: A care guide - Eton

Linen Care Guide

Linen, woven from the flax plant, is one of the oldest and most enduring natural materials in the world. Renowned for its breathability and natural luster, linen offers great comfort, especially in warmer climates.

Editorial Team:

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How to Dress for Royal Ascot: A Guide by Daniel Fletcher

Daniel Fletcher, Creative Director of Royal Ascot, shares his take on dressing for the races—three looks for three iconic enclosures.

Royal Ascot Dress Code Guide by Daniel Fletcher

Royal Ascot - Daniel Fletcher

Creative Director of Royal Ascot, Daniel Fletcher, shares his guide to dressing for the races—with three looks inspired by the event's iconic enclosures.

Who Wears It Best? We Challenged Our Retail Teams

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The Eton x Tretorn collection, styled by our retail teams in London, New York & Stockholm. A relaxed summer lookbook rooted in personal style.

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Eton x Tretorn

We asked our retail teams in London, New York, and Stockholm to style the Eton x Tretorn collection their way — through the lens of their city and their personal taste

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Step Up Your Game: Richard Andersson’s Favorites from the Eton x Tretorn Collection

Heritage, style, and a touch of sport. Collaboration with Tretorn—two iconic Swedish brands united by a legacy of elegance, craftsmanship, and court-side cool.

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Eton x Tretorn:Favorites from the Eton x Tretorn Collection

Heritage, style, and a touch of sport. That’s the inspiration behind our new collaboration with Tretorn—two iconic Swedish brands united by a legacy of elegance, craftsmanship, and court-side cool.

The key to successful summer business casual

what is summer business casual

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Essential business casual summer pieces

Colors to wear for summer business casual

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Guide to Summer Business Casual for Men

The key to successful summer business casual dressing for men lies in sticking to a traditional color palette...

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Guide to Summer Business Casual for Men - Eton

Guide to Summer Business Casual

The key to successful summer business casual dressing for men lies in sticking to a traditional color palette while adding interesting detail with the kinds of fabric you choose and infusing your look with elevated features. Elegant business casual looks suitable for warmer days can be achieved by selecting the right fabrics, skipping the socks and playing with color.

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How to Dress for a Wedding

Wedding season is fast approaching, and as the invitations start to arrive.

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Wedding season is fast approaching, and as the invitations start to arrive, you will probably have some questions about how to master wedding attire for men with both elegance and style. It’s perfectly natural to want to get it right, since weddings are such significant events for those involved. 

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How to wash Dress Shirts - Step by step - Eton

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How to: Wash a shirt

Read our guide on how to was a dress shirt. Our shirts are made to last, but by optimizing your laundry practices you will extend their lifespan even further.

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How to Wash Your Shirt

Our shirts are made to last, but by optimizing your laundry practices you will extend their lifespan even further — and reduce their environmental footprint.

How to fold a pocket square - Step by Step Guide - Eton

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How to Fold a Pocket Square

Learn how to fold a pocket square with our easy step by step guide. Learn one of three different folds: the puff fold, the presidential fold & the crown fold.

Mastering the art of folding a pocket square may appear daunting, but our straightforward guide simplifies it into three versatile folds that suit any event.

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A New Chapter in Eton’s Journey: The Debut Knitwear Collection

Custom Made with Andreas Weinås

Nicoletta Grazioli – Design Manager

The Shape of Art – Pioneering the power of prints

Valerio Leone – Head of Fabrics

Interview: David Köröndi

The Style of Victor Ramirez

The Style of Ludvig Sandell

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