We need to talk. Yes, you over there, on your Zoom meeting, silently feeling smug
about the ‘professional on the top, pyjamas on the bottom’ approach you took to getting dressed today. You knew this
was coming, didn’t you? Deep down, you’ve actually been waiting for this.
We’re not angry. We’re not even disappointed – we’ve been there. There’s a worldwide
pandemic and everything is upside down. It’s impossibly tempting to surrender to the few comforts we have left, and
even more tempting to adopt the mindset that what we wear is the last thing that matters right now.
But we at The Rake are here to tell you: we don’t buy it. We don’t just know
the power of clothes, we’ve quite literally written the book on how great suits, shoes and accessories can transform you
from boy to man; they can top up your confidence, your joy, your quality of life. We’ve not just built a business
around it, we’ve built our lifestyles around it too – and those of the craftspeople, designers, tailors and textiles
specialists for whom clothes are their lifeblood.
And don’t get us wrong – we’re all for relaxing the dress codes. We understand that
formalwear doesn’t feel right at this precise moment in time, and we’re not here to judge you for hanging up your
three-piece until the time is right. But all we hear when you tell us that clothes don’t matter and you’re “not
seeing anyone anyway” are excuses, and they’re poor ones at that.
Dressing up – or, merely, getting dressed – isn’t something you only do for other
people. It’s not just a requirement for the outside world, or a necessity to look presentable. It’s an opportunity
to have fun (and God knows we all need a bit of that right now) – plus it’s a privilege, and one that we should make
the most of every single day. That’s why Eton
Shirts have challenged themselves to come up with seven shirts for seven days of the week, with a new
collection that proves that the ‘everyday’ doesn’t have to mean the ‘mundane’.
Having started out a century ago during the Depression, the family-founded Swedish
company is an inspiration to small businesses today, too. Eton has spent decades sharpening its cutting scissors and
its skills, honing in on one of the most important things in a man’s wardrobe: the shirt. And in a year when the
business suit has, well, temporarily gone out of business, an expertly-made shirt bridges the gap between outfits
that feel too formal or too casual.
And Eton’s products are as expertly made as it gets: constructed with 45 different
parts, using over 12,000 stitches, their approach to creativity and style is undeniably Scandinavian, with
minimalism and quality at its core. As the first shirtmakers to debut a crease-resistant offering in the Nineties,
they’ve become masters in innovation, too. As a result, their shirts don’t just fit beautifully and last a long
time, they’re also designed to work in harmony with other essential wardrobe staples and look beautiful in their own
right. Their cutaway collars, for example, perfectly accommodate a Windsor knot tie, and the clean lines of their
Oxford shirt are uninterrupted by any obtrusive branding.
Eton understands that looking great when it’s not required of you earns respect,
inspires others, and can be downright sexy, and it's this sense of playfulness that makes men fall in love with
their shirts season after season. Why should workwear be simply ‘appropriate’ when it can be sharp, cool and
striking, as well? Why should an off-duty uniform be just ‘practical’ when it can be sexy, grown-up and fun,
So, you in the pyjamas. We know you’re better than this. You know you’re better than
this. So let’s call this a temporary slip, and we’ll trust that the next time you’re here you’ll have upped your
game enough to make us forget the whole thing. Deal?
Dressing up – or, merely, getting dressed – isn’t
something you only do for other people. It’s not just a requirement for the outside world, or a necessity to look
presentable. It’s an opportunity to have fun (and we all need a bit of that right now) – plus it’s a privilege,
and one that we should make the most of every single day. That’s why Eton Shirts challenged us to come up with
seven looks for seven days of the week, with a new shirt collection that proves that the ‘everyday’ doesn’t have
to mean the ‘mundane’.
Please view in the video below.
We'll be sharing a new Look Of The Day everyday this week
on our Instagram Stories, and we want you to share your favourite looks, too - simply tag @therake and @etonshirts
when you post.⠀ ⠀
Photography by Kim Lang
Photography Assistant Derrick Kakembo
Videography by Marcus Ebanks⠀
Fashion Direction by Veronica Perez
Grooming by Luka Watabe⠀ ⠀
Shot at Regents Crescent, interior decoration by Millier