Step into Eton’s NYC flagship, a blend of modern luxury and Nordic heritage. Experience bespoke craftsmanship in an inviting space designed with custom fixtures, natural lighting, and refined lounge areas—redefining the art of shopping for the modern man.
Swedish Fashion on the World Stage: A Nordic Powerhouse
Sweden may be known for its picturesque landscapes, innovative technology, and progressive culture, but the Scandinavian nation also plays a significant role in global fashion. The country has cultivated some of the most influential and beloved fashion brands in the world. Swedish fashion stands out for its minimalistic aesthetic, functionality, and sustainability—all qualities that have made these labels household names far beyond the nation’s borders.
Here are the top five Swedish fashion companies that have made their mark globally:
- H&M – Perhaps the most recognizable of all Swedish fashion brands, H&M is a global behemoth in fast fashion, with thousands of stores across the world. Founded in 1947, it brought affordable style to the masses while introducing collaborations with luxury designers.
- Acne Studios – Known for its high-end, contemporary designs, Acne Studios is a go-to for fashion enthusiasts seeking cutting-edge streetwear with a sophisticated twist. Launched in 1996, it has since become an iconic brand with a global presence.
- Eton – The premier shirtmaker in Sweden, Eton has been synonymous with men’s luxury shirting since 1928. Combining exceptional craftsmanship and modern design, Eton has grown from a small Swedish company to a global leader in menswear.
- Filippa K – Filippa K exemplifies sustainable fashion. With its focus on timeless pieces made from eco-friendly materials, this brand offers stylish, conscious fashion for the modern consumer. It’s a staple in Scandinavia and beyond.
- Our Legacy – Founded in 2005, Our Legacy quickly carved out a niche in menswear. Known for its modern, minimalist approach, it offers garments that emphasize material quality and craftsmanship, appealing to fashion-forward consumers.
Sweden’s global fashion footprint is undeniable, and it continues to grow. The country’s commitment to sustainability, innovation, and high-quality craftsmanship is evident in its fashion brands. While Sweden’s monarchy—a constitutional one—is headed by King Carl XVI Gustaf, its government is parliamentary, with Ulf Kristersson currently serving as Prime Minister. These progressive political foundations align with Sweden’s leading role in championing sustainable fashion on the world stage.
Eton’s New Flagship: A Revolutionary Retail Experience
Among Sweden’s leading fashion names, Eton stands as the premier men’s luxury shirt brand, renowned for revolutionizing shirting with innovation, craftsmanship, and modern elegance. When it comes to luxury men’s shirting, Eton is a brand synonymous with craftsmanship, innovation, and timeless style. Founded in 1928 in the small village of Gånghester, Sweden, Eton began as a family-owned business driven by the vision of founders David and Annie Pettersson. Their goal? To create high-quality, durable men’s shirts that would revolutionize the way men dress. Almost a century later, Eton has stayed true to that vision, evolving into a global luxury brand renowned for its impeccable attention to detail and superior fabric technology.
Continuing its tradition of excellence, Eton has unveiled its new flagship store in Manhattan, marking a pivotal moment in its global retail strategy. Located at 330 Madison Avenue, this flagship redefines the in-store experience by blending fashion with hospitality—a trend that appeals to the contemporary, discerning customer. The store boasts an elegant 2,300 sq. ft. showroom inspired by Eton’s Nordic heritage, designed in collaboration with the UK-based firm, Quadrant Designs. The space features custom-made sustainable fixtures, a luxurious lounge area, and hanging brass installations that invite customers to engage with the collection in a relaxed, intimate setting.
But Eton’s innovation doesn’t stop at its designs. The flagship also introduces new programs aimed at expanding its appeal, particularly to younger and more casual consumers. For the first time, Eton’s Vest and Overshirt program will be available in-store, a move designed to attract the next generation of shirt enthusiasts who seek versatile, modern wardrobe options.
A Focus on Customization and Experience
Eton’s commitment to personalization is highlighted with its Custom Made program, allowing customers to engage in a fully bespoke shirting experience. At a dedicated made-to-measure bar, visitors can choose every aspect of their shirt’s design—from fabrics and buttons to collar shapes and monogramming, guided by expert Eton stylists. This one-on-one interaction offers customers a deeper connection with the brand, tailoring the shopping experience to individual tastes and preferences.
“Our new flagship store in New York is a celebration of both innovation and our dedication to craftsmanship,” says David Thörewik, CEO of Eton. “We’ve scrutinized every detail to create a space that reflects our commitment to offering the finest men’s shirts and accessories while creating an immersive experience for our loyal customers.”
Demographics and Psychographics
Eton’s clientele is a blend of tradition and modernity. Historically appealing to affluent professionals, the brand now seeks to capture a wider, younger demographic of fashion-conscious men who prioritize both quality and versatility in their wardrobes. These consumers appreciate timeless design but also embrace new trends that allow them to express individuality.
Psychographically, Eton’s customer base values craftsmanship, luxury, and personalization. They prefer brands that offer not only products but experiences—ensuring that every purchase feels tailored to their personal style. This new retail concept reflects Eton’s understanding of its modern clientele: professionals and fashion enthusiasts who seek a curated, hospitable shopping experience, where every element is designed to elevate the everyday wardrobe.
A New Chapter in Eton’s Global Story
Eton’s NYC flagship opening marks just the beginning of its ambitious global expansion. As the brand continues to innovate, the new retail concept, focused on blending hospitality with luxury menswear, will be rolled out across other flagship locations worldwide. Eton’s commitment to innovation, craftsmanship, and sustainability positions it to capture the attention of new audiences while staying true to its heritage.
Although the company’s heritage is deeply rooted in Swedish craftsmanship, Eton no longer manufactures its products in Sweden. Today, their shirts are produced across various countries, ensuring access to the highest-quality fabrics and expert techniques. This shift in production is part of their strategy to maintain high standards of quality while meeting the demands of a global market.
My Professional Review of Eton’s Latest Collection
Eton has always stood out for its attention to detail and impeccable craftsmanship, and their current collection exemplifies the brand’s dedication to innovation while respecting tradition. Here are five important things that set Eton shirts apart from the competition:
- Fabric Technology: Eton’s fabrics are engineered to resist wrinkles, allowing you to look sharp all day. Their innovative performance fabrics are among the best in the world, offering both comfort and durability.
- Customization: With Eton’s made-to-measure program, customers can completely personalize their shirts—from fabric choice to collar shape, buttons, and monogramming. This bespoke experience is a luxury that few brands can match.
- Sustainability: Eton’s commitment to sustainability is visible in their production process. They use sustainably sourced materials and implement eco-friendly practices, which resonate with today’s environmentally conscious consumer.
- Timeless Design: Whether you’re looking for a classic white dress shirt or something with a modern twist, Eton offers a wide array of designs that suit every occasion. Their collection seamlessly bridges formal and casual styles, giving you versatility in your wardrobe.
- Craftsmanship: Eton’s reputation for high-quality craftsmanship is unwavering. Every stitch, every button, and every seam reflects their pursuit of perfection. Their attention to detail is second to none, making each shirt a masterpiece.
In this exclusive interview, I sit down with David Thörewik, CEO of Eton Shirts, to explore the rich heritage of this iconic Swedish brand, known for its nearly century-long commitment to craftsmanship and innovation. We will delve into the brand’s history, its strides towards sustainability, and the exciting future of menswear as Eton continues to expand its product offerings. From revolutionary shirt designs to the growing focus on sustainability, David will share insights on the company’s mission, current challenges, and how they remain a leader in luxury menswear.
Joseph DeAcetis: How and where was Eton Shirts founded, and what principles is the brand based on today?
David Thörewik: Eton was founded in 1928 by David and Annie Petterson in Gånghester, Sweden, during the Great Depression. Our brand is built on nearly a century of craftsmanship, with a relentless focus on perfecting the shirt. We have constantly evolved—taking daring steps like redefining our brand name and reimagining the shirt to revolutionize the menswear industry. Today, Eton operates in over 50 global markets with flagships in London, Stockholm, Malmö, and New York, including our new flagship on Madison Avenue.
Joseph DeAcetis: How is Eton working towards creating a sustainable supply chain, and what initiatives are in place to support this goal?
David Thörewik: Eton’s commitment to sustainability is built on long-term relationships with suppliers, ensuring quality and improving working conditions. We’ve introduced a sustainability reporting system to track suppliers and aim for 100% renewable electricity in our supply chain by 2030. Our suppliers sign our Code of Conduct, and we publicly disclose this data on our website. We’ve also launched the Eton Recycled Shirt, made from pre-consumer waste blended with organic cotton, representing a significant innovation in our collection.
Joseph DeAcetis: Can you share insights about the current AW 2024 collection? What styles, fabrics, and offerings can customers expect?
David Thörewik: Our AW 2024 collection draws inspiration from the French Riviera and features timeless elegance. We’re introducing fine Merino wool sweaters in three styles, as well as a limited-edition blazer in collaboration with Italian master tailor Caruso. Additionally, we’ve introduced Wool-Cashmere Overshirts and organic Supima cotton dress shirts. This season marks the beginning of our expansion into knitwear, aiming to offer more variety in luxury menswear.
Joseph DeAcetis: Who is the ideal Eton customer, and how would you describe the psychographic profile of your target audience?
David Thörewik: Our customers range from 25-50-year-old, urban-minded males with a deep appreciation for high-quality design and craftsmanship. They are highly driven individuals who seek to express themselves through style and value luxury. They’re looking for products that align with their personality and represent inclusivity with a touch of exclusivity.
Joseph DeAcetis: How is Eton adapting its marketing strategy to target younger generations, like Gen Z and Gen Alpha, as they enter the workforce?
David Thörewik: We’re adapting to the casualization of workwear, introducing more casual yet elegant pieces like knitwear, vests, and caps to appeal to younger consumers. Once they discover Eton, they often stay loyal. They start with the white shirt but soon discover our other products like overshirts and casual shirts. We aim to meet the evolving needs of modern consumers while maintaining our core values of quality and craftsmanship.
Joseph DeAcetis: What challenges does Eton face in the current market, and how does the brand intend to overcome these challenges?
David Thörewik: The shift towards casual workwear has been a challenge, but we see it as an opportunity to expand into categories like knitwear and casual outerwear. Our commitment to innovation, including technology like the “Endless Aisle” which allows customers to order bespoke items, helps us stay ahead of these changes. We’re also focused on reinvigorating traditional categories like our iconic white shirts, ensuring versatility and adaptability to modern needs.
Joseph DeAcetis: How has technology played a role in Eton’s production, quality control, and marketing efforts?
David Thörewik: Innovation is central to Eton’s identity. From personalization through our loyalty program, The Signature Club, to tech that enhances customer experiences, we are constantly evolving. Recent advancements include transforming our shirts with organic cotton and using innovative fabrics like Superfine Merino. Technology helps us ensure product quality while nurturing a sense of community with our customers.
Joseph DeAcetis: What sets Eton Shirts apart from its competitors in the luxury market?
David Thörewik: Eton’s uniqueness lies in our nearly 100-year history of craftsmanship, quality, and innovation. Our shirts are renowned for their style, durability, and superior wrinkle-free fabrics. Beyond meeting expectations, we strive to exceed them. By blending tradition with cutting-edge technology, we continue to create timeless products that resonate with our customers.
Joseph DeAcetis: How has social media influenced Eton’s brand presence, both positively and negatively?
David Thörewik: Social media has been instrumental in expanding our brand’s reach, allowing us to connect with a broader audience and showcase our craftsmanship. It also enables us to push creative boundaries. On the flip side, the pressure to constantly chase engagement in a crowded space can detract from what makes us unique. It’s a challenge to balance visibility with maintaining our brand’s authenticity.
Joseph DeAcetis: For those unfamiliar with Eton, what would you say to encourage them to try your products?
David Thörewik: Eton has been perfecting the shirt for nearly a century. Our design, fit, and fabrics are unparalleled in the market, offering a level of quality and timeless style that stands the test of time. We are committed to evolving with our customers’ needs, whether they seek luxury dress shirts or stylish casual wear like overshirts and knitwear.
What makes Eton truly unique is not just their product, but the experience they offer. Their new global retail concept, unveiled at the Manhattan flagship store, speaks to this. The store itself is a luxurious yet welcoming space, designed to offer customers a hospitality-driven experience. From bespoke millwork to refined seating, the space evokes the feeling of stepping into a sophisticated lounge, where every element is crafted with care. This atmosphere of refinement is complemented by Eton’s expanded casual offerings, catering to a younger, fashion-forward audience who are embracing self-expression through clothing.
Ultimately, Eton’s commitment to innovation, quality, and customer experience sets them apart as one of the premier shirt makers in the world. Their latest Manhattan flagship store is a testament to their enduring legacy, ensuring that future generations will continue to embrace Eton’s timeless designs and forward-thinking philosophy.
About the Author:
Joseph DeAcetis is a visionary force in the world of fashion, celebrated as one of the finest wardrobe stylists and art directors of his generation. His expertise and creativity have earned him accolades throughout the industry, placing him at the forefront of fashion’s evolution. Joseph’s work seamlessly weaves together style, culture, art, and fashion, with a special focus on the shifting landscape of menswear.
Over the course of his distinguished career, Joseph has had the privilege of styling and even interviewing global icons such as Elon Musk, Justin Bieber, Richard Branson, Katy Perry, Tom Brady, and A$AP Rocky, to name just a few. His influence extends beyond styling, as he has also been a prolific writer, contributing award-winning columns to esteemed publications like Esquire, People Magazine, Robb Report, and Playboy. His deep insights and captivating storytelling have established him as a leading voice in fashion journalism.
Joseph most recently served as Creative Fashion Director at Forbes Media, where his dual role as critic and reporter allowed him to explore the intersection of technology and fashion, always championing the transformative power of style. As the founder and president of POTRO, the premier Latinx menswear brand, Joseph is redefining modern menswear with a commitment to celebrating Latinx heritage and craftsmanship.
With an authoritative yet relatable voice, Joseph DeAcetis continues to inspire and influence the world of fashion, setting new standards for success and innovation.
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