✓ Delivery within 1-4 business days ✓ Free delivery until March 31 ✓ Free returns


✓ Delivery within 1-4 business days ✓ Free delivery until March 31 ✓ Free returns


Meet the season with a sartorial statement;
Soft New Classics in fresh spring stripes
and checks. A modern, natural look that is
all about texture and feel — that
takes you from office to off-duty.


The secret — a natural, soft, sartorial look and feel. The new soft look, a so called garment wash, offers an exciting complement to our crisp Signature Finish. The garment wash creates that luxe, relaxed look and feel that gives the Soft New Classics range its contemporary appearance.


A rounded cuff and soft, unlined collar give the Soft New Classics a modern look.


The Soft New Classics range is made for your lifestyle. Shirts that hit the sweet spot where the line between business and off duty becomes as blurred as the line between off- and online. Relaxed and sophisticated.


The Soft New Classics range offers our new wide-spread collar, with removable collar bones for an extra soft look, a button down and a button-under collar.


Introducing the cross-over shirt, made for modern life. The new Eton Natural Finish gives this brand-new range of shirts a soft, contemporary look and feel we know you will love. Updated design and modern fabrics ensure that these truly are New Classics. And as always, with Eton’s uncompromising high-end make, for a truly lux experience.

Introducing the shirt
Transitioning seamlessly from office to casual, the Soft New Classics are made for both a smart, modern office style for men (including a business casual look) and a smart casual style for anyone who refuses to compromise on quality and design in their off-duty hours. Same men’s shirt, made for all the different occasions of your lifestyle. In other words: these are the new classics, the Soft New Classics.

Fabric, design & range
White, light blue, pink, new classics shirts in lightweight twill, sartorial indigo (a denim refined to an Eton level), cotton-silk and cotton micro modal blends and a modern take on the always super-stylish stylish royal oxford. Soft make, soft appearance — super lux feel and look. Printed Soft New Classics— prints and patterns are soft and clear, tastefully bridging classic office-wear with a modern taste level. They include stripes, including blue stripes, green stripes and pink stripes, and checks, from larger to blue gingham.

How to wear Soft New Classics
Modern menswear covers a broader span than ever: a lifestyle where we move from office to off- duty and back again. Enter the cross-over, hybrid shirt. Think business and off duty. Think business casual and smart casual. Think party and working week. A premium shirt, made for a millennial lifestyle or for anyone looking for a truly lux, truly contemporary shirt experience.