The Company

Eton is founded on nearly a century’s worth of craftsmanship and a commitment to quality and style—a heritage you can touch and feel in every product. Beginning in the midst of the Great Depression, our success was built on a relentless focus on perfecting the shirt. We have dared to take leaps into the unknown, time and again—from claiming and redefining our name to reimagining the shirt to revolutionize our industry.

We have the confidence to embrace challenges and seize opportunities, turning visions into reality. We know from experience, that the power of dedication and the audacity to do the unexpected will propel us toward our next goal, whatever it may be.

Quality is all about control, in every detail. Apart from the R&D studio at the Eton headquarters in Gånghester, we do not own any factories — but our philosophy is to assure that our high standards are met as if we did. Our team is involved in every step of the process: from how the fabric is stored and handled, to how it is assembled with the accuracy of 1/3 of a millimeter.

Eton creates Swedish design with an Italian twist, combining our Nordic approach to style and craftsmanship–optimized through technology–with a Milanese sense of flair. This fusion results in men’s luxury shirts, accessories, and lifestyle garments. Our collections range from sharp dress shirts for business and formal occasions to casual shirts, t-shirts and overshirts in luxurious refined materials. Alongside are coordinating men’s accessories, made in collaboration with the finest craftsmen in Europe.