Stories / April 2019

Eton: Innovators in Elegance

Swedish shirting house Eton has been crafting quality garments for over 90 years, but its spirit of innovation is what keeps it going.

When it comes to shirting, there’s a general consensus within the world of menswear that Eton is one of the key players, having become renowned as a label that continues to prove its artisanal prowess even over 90 years on from its establishment. The house has come a long way from its humble beginnings in 1928, when it was launched in Gånghester, Sweden by husband and wife David and Annie Pettersson. A favourite amongst the young couple’s family, friends and neighbours, it was initially known as  Skjortfabriken Special (Swedish for “The Special Shirt Factory”).  

As the brand grew and demand increased, David and Annie’s sons Rune and Arne took off on a world tour in search of new fabrics well-suited for fine shirts. Inevitably, they travelled through England, globally renowned for producing some of the world's finest and most sought-after cloth. Of all places, it was the historic town of Eton that struck a chord with them, and they released a shirt in its honour: the Eton Shirt. The name - far less of a mouthful for non-Swedish speaking customers - ultimately stuck, but the label has always managed to stay true to its Swedish roots, even as it has surged in popularity around the globe.

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Aobh O'Brien-Moody

Editorial Assistant at The Rake