Every day we have customers that come into our store looking for the “perfect” shirt. A breathable fabric in a well-fitting shirt construction are essentials to this perfection. Eton, a 90 year old Swedish brand, comes as close to this ideal shirt as possible. Another component to this perfect shirt is its longevity and durability. In store we have an Eton shirt washed over 100 times - and guess what? It is still in great shape. Machine wash on cold and hang to dry, taking care of your Eton could not be easier.
Founders David and Annie Pettersson started in 1928 in Gånghester, Sweden in their run-from-home dress sewing “factory”. As the couple gained local popularity, they expanded their production and began to manufacture men’s dress shirts. Eventually they launched the Syfabriken Special (Swedish for “The Special Sewing Factory”) and started larger production. The family business continued its growth and the founders sent their sons, Rune and Arne, on a worldwide excursion to find the highest quality fabrics. This search lead them to a town in England called Eton - “soon, the ‘The Eton Shirt’ is released. Syfabriken Special became so well-known for this shirt, the company adapts “Eton” as its new name in 1950. Now, Eton is a leader in shirt production and is showcased in top stores around the world.
Sustainability is important to Eton. “For us, high quality equals sustainability. We aim to produce long-lasting garments and to minimize negative environmental and social impact while doing so. We believe that the first step to a more sustainable clothing industry is to promote durable and timeless products.” This sustainability also transfers to how you care for your shirt; the better you take care of the nice garment, the longer it lasts, hence reducing the environmental impact of the garment itself.