ETON Shirts Chief Creative Officer on Soft New Classics For Spring


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Words, Igee Okafor

Photography, Courtesy of ETON Shirts


With shirting, the conversation naturally aligns in business, and formal settings. You know, the tradition of it all - forward point collars, cutaway collars, club collars and more in the same primary colors, standard style, and size.

Everyday, varieties of consumers are seeking distinctive tweaks in wardrobe essentials and when it comes to men’s shirts, Swedish brand, ETON seems to be the name on everybody’s lips. Constructing diverse, and adaptable shirts made from scratch, ETON shirts recently launched a collection celebrating shirting staples in soft new fabrics.

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Featuring extra delicate interlining and 3mm stitching, the entire collection is engulfed in the brand’s signature minted, and lively design technique. Incorporating the idea of achieving comfort through lighter, and softer fabrics, ETON is introducing micro modal fibers in combination with the cotton to create a cooling fabric well suited for the spring/summer season.

For ETON Shirts, it’s all about comfort in quality, and fit in a space where both formal and casual aesthetics can coexist. Accompanied with three main styles all-embracing of the micro modal, denim shirt, and cotton silk shirt, Chief Creative Officer, Sebastian Dollinger says, “ It really is where business meets casual in its true sense. We have created shirts that look sharp but feels soft. Garments so versatile that you can wear it both with your favorite slacks as well as with a business suit, thanks to the fabrics we work with and how we actually put them together. For example, the cotton and silk blends feel better than anything else you’ve ever tried. The denim is so soft and kind to the wearer that you hardly want to take it off in the evening.”

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The brand is getting closer to its ultimate goal. Ranging from a $175 to $230 price point, the shirts are a bit more of an investment than a one time wear highlighting the sustainable stance of the brand. Sebastian thinks customers try Eton and tend to get hooked and never want to wear another brand again. It’s a combination of fit, the feel of the fabric, and how every single detail of the shirt has been carefully thought through – to simplify men’s lives. We’ve been doing this for 90 years, and in my opinion, I’d say we are pretty good at it - yet we’re still getting better for each new collection.”


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