Eton Shirts: Ahead of the curve

Once again Eton Shirts have shown the way in adapting their shirting repertoire to sync in with the times.

Despite being typically Scandinavian in their minimalistic style and desire to innovate, Eton Shirts are an international brand. Founded a nudge under 100 years ago, they have always possessed a curiosity for wider geographies. The tale of how they came to be known as Eton Shirts is case in point. Some years after Annie and David Petterson established the firm, their sons Rune and Arne Davidson, whilst sourcing fabrics in the UK, passed through the town of Eton. Drawing inspiration from the school, they launched the so-called “Eton shirt”, which would quickly become the adopted appellation for the Swedish label.

Besides its myriad of fashionable branded stores in Europe and the United States, whilst not forgetting their famed launch of the world’s first non-iron shirt in Harrods in 1992, their family-oriented values stem from their original Gånghester factory. It is here they challenge the norms of age-old shirtmaking, not to appear technologically aloof, but because they are looking to the future with their customers as the primary focus. To every minute detail, their assortments have been specifically designed for their clients, with an endearing consideration of how they’ve been feeling, and what they want to feel. A perfect illustration of this notion came earlier this summer. Determined not to let restrictions overshadow yet another holiday season, they launched a capsule collection brimming with the ideals of travel on TheRake.com.

Contributor

Freddie Anderson

Published

October 2021

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