Eton news and archive

Eton reopens London flagship following renovation

Swedish brand Eton, known as a specialist shirtmaker, has reopened its London flagship store on South Molton Street following an extensive renovation, as part of its ongoing retail strategy to offer “exceptional retail experiences” across key international markets. The London flagship is described as a “cornerstone” for the brand since it first...

Fashion|In Pictures

Eton unveils tennis-inspired collection with Tretorn

Two Scandinavian brands, menswear label Eton, renowned as a specialist shirtmaker, and Tretorn, known for its stylish and functional shoes, have united for a tennis-inspired capsule collection for spring/summer 2025. The limited-edition Eton x Tretorn unisex collection blends sportswear with modern tailoring, drawing inspiration from vintage...

Retail

Eton transforms shirt buying into an experience with latest flagship

Swedish shirtmaker Eton has unveiled its latest Stockholm flagship, a 110-square-meter space testament to the brand's understated luxury. In an era of algorithmic commerce, Eton is reimagining the retail landscape, transforming the mundane act of shirt buying into a curated dialogue between craftsmanship and personal identity. The store's...