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The Timeless Craftsmanship of Eton Shirts

Founded in 1928 in the small Swedish village of Gånghester, Eton Shirts has grown from a modest family business to a global icon of luxury menswear. Eton’s journey is a testament to dedication, innovation, and a relentless pursuit of quality, making it a standout in the world of fashion. This blog will delve into the rich history of Eton and highlight the brand's crowning achievement—its non-iron shirts.

A Brief History of Eton

The Early Years: A Family Endeavor

Eton's story begins with Annie Pettersson, a young Swedish woman with a passion for quality and craftsmanship. Amid the Great Depression, Annie, alongside her husband David, founded a small shirt-making enterprise named "Syfabriken Special" (Special Sewing Factory). Their focus on perfecting the shirt laid the foundation for what would become a globally recognized brand.

The Birth of the Eton Shirt

In 1948, during a trip to Eton, England, the founders' sons were inspired by the elegant attire of the young men they saw. This led to the creation of the "Eton shirt," which captured the essence of effortless elegance. The design was so successful that the company was renamed Eton in 1950. By 1955, Eton had expanded internationally, establishing a presence in London and later in other major European cities​. 

Innovations and Expansions

Eton's commitment to innovation has driven its success. In 1990, Eton introduced its most iconic product—a sharply wrinkle-free dress shirt made from their Signature Twill fabric. Two years later, Eton revolutionized the industry by launching the world's first 100% cotton wrinkle-free shirt. This product not only offered practicality but also enhanced the luxurious feel and durability of the fabric​.

Eton's Non-Iron Shirts: A Pinnacle of Innovation

Eton’s non-iron shirts are a cornerstone of the brand’s reputation, setting them apart in the competitive world of luxury menswear. The secret behind these shirts lies in a meticulous and proprietary finishing process that ensures they remain wrinkle-free throughout the day.

The Finishing Process

The creation of an Eton non-iron shirt involves a comprehensive process spanning 3-4 weeks and encompassing over 40 crucial steps. The fabric undergoes a unique pre-treatment that aligns the fibers, enhancing their resistance to wrinkles while maintaining a soft and luxurious feel. This treatment alters the cotton fibers on a molecular level, embedding crease resistance and allowing the fabric to retain its smooth appearance even after frequent washes.

Quality Materials

Eton exclusively uses Extra Long Staple (ELS) cotton, which represents less than 2% of the world's cotton production. This high-quality cotton, sourced from Egyptian Giza and American Pima, is integral to the luxurious texture and durability of Eton's shirts. The combination of superior materials and the advanced finishing process results in a shirt that not only looks impeccable but also lasts longer and requires minimal care​.

Durability and Care

Eton’s wrinkle-free shirts are designed for longevity. They exhibit minimal shrinkage and retain their crisp appearance with simple care practices. By following Eton's care recommendations, such as washing on a low spin cycle and air drying, the shirts maintain their quality and save time for the wearer. This durability underscores Eton’s commitment to providing value and sustainability to its customers​.

Sustainability and Ethical Practices

Eton's commitment to quality extends beyond its products to encompass sustainable and ethical practices. The brand has set ambitious sustainability goals, aiming to create high-end products with minimal environmental impact. Eton collaborates closely with its suppliers to ensure that every step of the production process meets stringent standards of sustainability and transparency​.

The Eton Experience

Eton’s products are more than just shirts; they are a testament to nearly a century of craftsmanship, innovation, and style. At Damiani we carry the entire Eton collection from formal dress shirts to casual wear, Eton offers a range of garments designed to empower the modern man. Each shirt is crafted to express individuality and inspire confidence, making Eton a preferred choice for discerning customers worldwide.

As Eton continues to evolve, its legacy of craftsmanship and style endures, empowering men to look and feel their best on all occasions. Shop the collection in stores now.