From London to New York to Stockholm, we invited our retail teams to interpret the new Eton x Tretorn collection in their own personal way — through the lens of their city, their style, and the conversations they have with customers daily.

No stylists. No instructions. Just authentic perspectives from the people who live and breathe Eton every day.

The result? A layered lookbook that blends global inspiration with individual style — worn by the people who know the garments and their customers best.

London – Javan Trotman, South Molton Street

Shot in and around our newly refurbished store in Mayfair, Javan Trotman from Team London brings us three looks that blend preppy ease with everyday sophistication.

“I started with the cotton V-neck cardigan — I love the green and navy trim. It’s got a classic preppy vibe. I paired it with our White Signature Twill Shirt with an extreme cutaway collar, the striped Eton x Tretorn tie, blue jeans, and brown suede loafers.”

The second outfit introduces a more tonal and tailored direction, combining textures and blues to create a cohesive smart-casual feel.

“This one's built around the navy Milano knit overshirt from our main collection. I styled it with the striped open-collar shirt from the collab, beige trousers, and again the suede loafers. I really like the tonal navy-on-navy up top.”

To finish, Javan switches gears with a laid-back, sporty combination that wouldn’t be out of place on a weekend getaway.

“For the final look, I went sporty and comfortable — the V-neck vest with a denim shirt, lightweight cotton trousers, and suede sneakers (all Eton). Super relaxed, super easy to wear.”

Each outfit feels considered yet effortless — a natural reflection of Javan’s approach to style and the conversations he has with customers looking for just that balance.

New York – Darnell Mitchell, 330 Madison Avenue

From preppy Americana to tonal refinement, Darnell Mitchell’s two looks reflect the shift in how New Yorkers dress today — embracing a more relaxed silhouette, without losing the sense of occasion.

“As fashion moves toward a more relaxed environment, some clients need help finding that balance. That’s what I try to offer.”

In his first look, Darnell plays with prep-inspired contrasts — pairing the cable knit vest with pleated Club Shorts, a White Filo di Scozia T-shirt and Eton x Tretorn Nylite sneakers. Equal parts golf club and Summer getaway, it’s a warm-weather uniform that balances nostalgia and polish.

The second look leans into modern fluidity: relaxed white trousers, a tonal knit overshirt, and a soft, structured silhouette that makes room for ease — a subtle statement of understated confidence.

”This is a look that allows a man to feel neutral, clean, without too many fashion colours, which I feel is a hard balance at time. It's effortless, while playing with proportions in a fun way.”

Mitchell’s take? A lesson in how to move with the times — not by chasing trends, but by interpreting them through personal style

Stockholm: Birger Jarlsgatan and NK with Anders & Leonard

In Stockholm, Eton Store Managers Anders Lannér and Leonard Löfgren took on the challenge together — offering two distinct approaches to the Eton x Tretorn collection. One leans into bold expression, the other into effortless minimalism — both true to their personal style and their city’s cool, functional aesthetic.

Anders, based at our Birger Jarlsgatan store, starts with a tailored look that fuses formalwear with flair.

“I love the striped shirt because it’s a great addition to any wardrobe. I’m wearing it with a suit here, but it could definitely be styled more casually. I’m also excited about the new open one-piece collar — it adds something extra.”

His second look is more relaxed: Eton x Tretorn wide-leg trousers, a mint green cotton cashmere knit polo, and matching off-white sneakers.

“The trousers are really versatile, and I like the light summery feel. I usually don’t wear trousers that wide, but I think it works here. I matched it with our cotton cashmere polo to complete the breezy look.”

Leonard, who runs our store at Nordiska Kompaniet, takes a more tonal approach with clean silhouettes and easy layering.

“My style leans toward timeless pieces with a relaxed feel. This look centers around the cable knit from Eton x Tretorn — a modern take on classic preppy style. I paired it with loose-washed denim and suede sneakers to keep it easy but refined.”

For his second outfit, Leonard leans into soft neutrals — off-white trousers, a white Oxford shirt, and a navy Milano knit overshirt layered on top.

“Clean, simple, and classic. I always aim for looks that balance ease with intention — inspired by everyday style with a timeless core.”

Together, Anders and Leonard reflect the spectrum of modern Scandinavian style — one rooted in sharp tailoring and clean comfort, always worn with confidence.

Discover the Eton x Tretorn collection in-store or online — and find your own take on summer style.