Eton: Swedish Shirtmaking Since 1928
Eton is a Swedish shirtmaker whose history began in 1928 in Gånghester, a village outside Borås in Sweden’s traditional textile region. Cousins Annie Pettersson and Febe Lidar started a small sewing workshop under the name Lidar & Pettersson, initially producing dresses before the business gradually moved toward men’s shirts.
By 1937, the company was increasingly specializing in men’s shirts, and in 1946 it made the strategic decision to focus solely on shirtmaking. This specialization helped establish the expertise in fabrics, collars, construction and fit that continues to define Eton today.
The Eton name emerged in 1948 after Rune and Arne Davidson, sons of Annie and David Pettersson, travelled to England and visited the town of Eton. On returning to Sweden, they introduced a shirt bearing the Eton name. Its success led the company to formally adopt Eton as its name in 1950, followed by expansion into international markets during the following years.
Fabric development has played an important role in the brand’s identity. In 1990, Eton introduced the wrinkle-resistant dress shirt that became closely associated with its Signature Twill, a fabric known for its smooth appearance, durability and soft drape. Two years later, the company introduced the Eton Etastar, which Eton describes as the first wrinkle-resistant cotton shirt of its kind.
Collars are another important part of Eton shirtmaking. Different collar constructions are designed to work with ties, tailoring and open-neck outfits, while cuffs, buttons, stitching and fabric choice give each shirt its individual character. The current collection at The Noble Dandy includes formal and casual shirts in a wide range of cotton fabrics and constructions.
Although shirts remain at the center of Eton, the brand has expanded into a broader men’s wardrobe. The collection at The Noble Dandy now also includes T-shirts and accessories alongside the core shirt range, giving the brand a wider role in both tailored and casual dressing.
Explore Eton Clothing and Accessories to discover the Swedish brand’s approach to modern menswear.
