Eton shirts F/W ´13 @ Pitti Uomo


“Tradition of excellence”

Two more F/W ´13 collection reviews from Pitti Uomo 83 left before starting to get ready for the next fair in June and collections for next spring and summer. The first one of these two left is Swedish Eton shirts.

Eton is probably one of the best known shirt brands in Finland and in the whole Scandinavia. This is easily explained by the fact that there are very many retailers that have Eton in their selection but also by the reason that there’s not many Scandinavian manufacturers in the menswear-scene that could really compete with the brands coming from Italy, Great-Britain, US or Japan for example. However Eton is one of them.

If I need to find one word to describe the f/w-collection presented at Pitti by Eton, I’d go with “versatile”. Straight forward business shirts, cutaway collars, fine fabrics in the room with bold patterns, flower and “mary poppins” prints, washed denim, men jewelry and as a crown the “DnA of Eton”-collection to celebrate the 85 years history of the company.

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(“more pics after the break”)

One of the remarkable things considering Eton shirts is their strong emphasis on ecological responsibility. All the fabrics they use are in particular made for them without any harmful substances. The buttons they use are made of recycled mother of pearl, ground, reshaped and colored into a new button and all shirts are made in their own factories in Europe. 

Colored collections

Eton shirts basically comes in two main categories / collections; red ribbon and green ribbon which are described below. Besides the red and green ribbon lines, Eton also has “black ribbon collection” that is concentrated to evening shirts but mixing traditional white shirts with more unique colours and patterns and “diamond collection” which is the most luxurious line Eton has to offer according the company, including shirts made from the world's best and rarest cotton yarn, redefining the standard for sophisticated and hand-made shirt making. 

All of the shirts (no matter the line) are usually available in three different fits: classic, contemporary and slim.

Red Ribbon

Red Ribbon collection business shirts form the centerpiece of Eton's collections. In addition to a wide variety of exciting patterns and colours, the Red Ribbon shirt also features careful detailing sure to catch the eye. Available in all three body shapes mentioned above together with a number of cuffs and collar options ensures that you are able to find the best fit for yourself.

Red Ribbon shirts also bear a special spinning, weaving and finishing process, that with high quality cotton fabrics will keep the shirt wrinkle-free and make it look great all day.

Green Ribbon

Green Ribbon collection includes more soft / washed fabrics but is still made with the same fine craftsmanship and finishing than the Red Ribbons. The collection finds inspiration from urban gentlemen and is created to be versatile, yet elegant alternative to the classic dress shirt. 

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Play with patterns

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Full range of accessories

In addtion to shirts Eton nowadays offers a full range of accessories including ties, pocket squares and of course wrist jewelry made of leather, stone and pearls. As same as the shirts, the accessories continues the line of bold patterns and colorful choices. 

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DNA - made in Sweden

For the next fall Eton has come up with a new collection to celebrate their 85th anniversary. This “DnA of Eton” collection is produced and packaged exclusively in Swedish village of GÃ¥nghester, just where the story of Eton began at the end of 1920s.

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“This collection is something more than a normal release - it’s a tribute to the ideals and high standards that set Eton on a path for success so long ago. Attention to detail, a commitment to the finest materials and impeccable design…these were rules that my grandparents David and Annie Pettersson lived by, and they’re the same rules Eton runs on today”

-Hans Davidson, CEO of Eton Shirts-


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