Eton of Sweden

Eton of Sweden: What Makes This Luxury Shirt Maker the Best of Breed

Eton of Sweden is internationally known for its innovative and classic designs, exclusive colors, and full range of coordinating accessories. Eton of Sweden was founded as a made-to-measure shirt company in 1928 by Annie and David Pettersson and is still headquartered in Ganghester, the same small village in Sweden since its founding. So what is it that makes Eton of Sweden one of the premier luxury shirt makers in the world and one that has endured for nearly a century?

To learn more about what sets this luxury shirt maker the best of breed, Luxist sat down with Erik Wilkinson, Eton's Director of Sales for North America.

Wilkinson explains that Eton is one of the only apparel brands that has completely vertically integrated the process. With its mill partners, Eton of Sweden buys the raw materials---Pima and Egyptian cotton---which comprises 100% of its collection. Eton buys high quality Pima cotton directly from a consortium of farmers in Peru. "Eton of Sweden only uses Pima and Egyptian cotton because it is the finest, long staple cotton that can be used to make shirts," says Wilkinson.

The cotton is then weaved in Northern Italy and France before being transported to Switzerland for a lengthy, proprietary (and patented) and high-tech 35-step finishing process that produces a smooth, crisp and wrinkle-free result. "The finishing is the critical part of what makes our shirts so special," he adds. "Our shirts tend to last longer and keep their color better than others, too."

Gallery: Eton of Sweden: The premier men's luxury shirt maker

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Eton of Sweden Opens Flagship Store in New York

by Carrie Coolidge (RSS feed) —

Filed under: Apparel, Men's Style, Modern Gentleman, Luxury Shopping

Luxury shirtmaker, Eton of Sweden, opens flagship location on Madison Avenue in Manhattan.

Luxury shirt maker, Eton of Sweden, has opened its first freestanding store in North America. Located at 625 Madison Avenue and East 58th, the flagship store promises to be a Mecca for anyone in search of the finest quality shirts, ties and men's accessories.

"The opening of this store marks an important milestone for Eton," says Hans Davidson, president of the 82 year old family-owned company and grandson of the its founders, Annie and David Pettersson. "Our loyal New York customers have asked us time and again for a location in the city. We are thrilled to offer them the full breadth of our collection in this fantastic neighborhood."

Eton of Sweden is known around the world for its innovative and classic designs, exclusive colors, a proprietary fabric finishing process, and full range of coordinating accessories. "While fashion seasons come and go, classic pieces that always look good is the key to sustainable clothing," says Sebastian Dollinger, Eton's Creative Manager. "Throw away fashion is not something we believe in."

Gallery: Eton of Sweden Opens in Manhattan