Eton

Eton, a Swedish shirtmaker with a history dating back to 1928

Eton presents itself as a brand specialising in men's shirts and accessories, active since 1928 and of Swedish origin. The company describes itself on its own website as an innovator in the field of men's shirtmaking and positions its online platform as a leading destination for this type of garment, with shipping to the United States and an English-language version for that market.

Shirt catalogue

The shirt range is organised into several families. The store distinguishes between dress shirts, casual shirts, evening shirts, Oxford shirts, flannel shirts, knit shirts, wrinkle-resistant shirts and those described as its most exclusive. It also includes a line of custom made shirts and another of custom made denim shirts. Featured categories include white shirts, white collar shirts, fine striped twill shirts and shirts made from Filo di Scozia fabric.

Outerwear and knitwear

In addition to shirtmaking, the catalogue includes knitwear, jackets and shirt jackets, as well as polo shirts, vests and T-shirts. These pieces complete an offering aimed at building a men's wardrobe with classic and contemporary inspiration.

Accessories

The accessories section brings together ties, bow ties, pocket squares, scarves and cufflinks. As with the shirts, the company offers custom made accessory options.

Services and customer programmes

Eton runs the Signature Club, a members club that, according to the company itself, provides early access to collections, gifts and rewards, as well as a personalised experience. The website also offers a size guide, a wedding guide and editorial content grouped under The Journal. The company states a commitment to sustainability and a concierge service, and indicates free delivery and returns within 30 days for the US market.

Presence and structure

The brand operates its own Brand Stores and an e-commerce platform with an international presence. Its corporate team includes areas for legacy, sustainability, careers and press, reflecting a business structure with activity beyond direct sales.