Eton

Eton began in 1928 in Gånghester, Sweden, when Annie Pettersson and Febe Lidar started a small sewing workshop. The company gradually specialized in men’s shirts and later adopted the Eton name as it expanded beyond Sweden.

Shirtmaking remains central to the brand. Eton is known for fabric development, distinctive collar shapes and a long focus on improving the performance and finish of its shirts, while its range has gradually expanded into other menswear.

Although Eton has expanded beyond shirts, shirtmaking still defines the brand. Its focus on fabric, collar design, consistency and performance gives the wider collection a clear point of reference and explains why the shirt remains its best-known product.