Eton news and archive

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...