Eton

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Country: Sweden
Founded: 1928 1920s
Category: Clothing Accessories
Related brands: Clothing brands founded in the 1920s Clothing brands from Sweden

Overview

Tagline

A story of dedication and audacity —since 1928.

Eton is a brand focused on men’s shirts and accessories, founded in 1928 in Gonhester, Sweden, by the couple Annie and David Pettersson. Centered on craftsmanship, quality, and style, it offers dress shirts, casual shirts, and custom-made shirts, with Signature Twill as its signature design.

Concept

To empower the modern man to be the best he can be

Eton characteristics

Main traits of Eton

Polished & dressy: Clean silhouettes and polished, elegant dressing.
Minimal & basics: Minimal design and clean everyday staples.
Luxury & heritage: Position in the luxury market and connections to fashion history and culture.

Based on an analysis of 1,232 brands across 97 criteria, this chart shows the characteristics of Eton relative to overall brand tendencies.

This chart does not define a brand’s expression or rank brands.