Eton news and archive

Eton unveils tennis-inspired collection with Tretorn

Two Scandinavian brands, menswear label Eton, renowned as a specialist shirtmaker, and Tretorn, known for its stylish and functional shoes, have united for a tennis-inspired capsule collection for spring/summer 2025. The limited-edition Eton x Tretorn unisex collection blends sportswear with modern tailoring, drawing inspiration from vintage...

Retail

Eton transforms shirt buying into an experience with latest flagship

Swedish shirtmaker Eton has unveiled its latest Stockholm flagship, a 110-square-meter space testament to the brand's understated luxury. In an era of algorithmic commerce, Eton is reimagining the retail landscape, transforming the mundane act of shirt buying into a curated dialogue between craftsmanship and personal identity. The store's...

Member

Business

Investment fund EQT VII acquires Swedish shirt maker Eton

Eton, the Swedish shirt artisan maker, has changed hand. Until now owner Litorin has sold its reference stake in the retailer to EQT VII investment fund. “This is going to help the company be further developed” assured Eton president, Hans Davidsson. Eton family business was founded in 1928 by Hans Davidsson's grandmother. In 2012 they sold a...