ETON Presents The Perfect Shirt for You

ETON has just launched a brand-new campaign to showcase its customization service for its famous luxury shirts. We thought it would be a good idea to take a look at this highly sought-after innovation from the Swedish company to enhance our article on clothing customization as ETON presents the perfect shirt for you.

ETON and Michelin-starred chef Björn Frantzén: Harmony in style and customization

United by their passion for taste and craftsmanship, the Swedish brand and Michelin-starred chef Björn Frantzén celebrate individuality through the custom-made shirt. The campaign presents the chef’s interpretation of the perfect white shirt and reveals the vision behind it.

With six total Michelin stars, Mr. Frantzén is living proof of what it means to perfect his craft. For its part, ETON has carved out a place for itself as one of the world’s leading manufacturers of luxury shirts. Today, the two worlds come together to strive for the perfect custom-made shirt—a campaign displaying the power of individual taste and style.

“In every dish, I infuse a piece of my personality—a story that unfolds on the plate. Similarly, Eton breathes life into fabrics, creating custom-made shirts that tell a unique tale with every stitch,” says Björn Frantzén.

ETON Presents The Perfect Shirt for You in detail

ETON’s custom-made service offers a wide range of options, including personalized sizing of the body and sleeves, collars (no fewer than 15 to choose from), cuffs, and even monogramming. This service provides a unique experience, enabling individuals to create shirts that match their personal style and preferences.

“For us, creating the perfect custom-made shirt means being able to choose details and fabrics of world-class quality—just as ingredients are crucial in creating a world-class culinary experience. We collaborated with Björn Frantzén to explore these similarities in a concept of perfection, both in style and taste,” adds Janelle Hallberg, Brand Communications Director at Eton.

Interview with Mr. Olof Enckell, Director of Assortments at ETON

To find out a little more about how ETON shirts can be customized, I had the chance to put a few questions to the man in charge of assortments at ETON, Mr. Olof Enckell.

What does ETON’s custom-made service involve? 

“The service starts with selecting a fabric from our curated range, including some exclusives only available for custom orders. Customers can then choose their preferred shirt details, like the collar, cuffs, and button types. A personalized monogram is also an option for that added touch. The final step is choosing the shirt fit and making measurement adjustments so that the result is flawless. The result is a unique shirt that fits as if it were made just for you—because it was,” says Mr. Enckell.

What are the elements that differentiate a personalized shirt from those we see in stores? 

“What sets our custom-made shirts apart from the regular shirts on our shelves is the selection of fabrics and the unique detailing options available. Customers can use the tool in many different ways, adjusting the fit and measurements, making it uniquely theirs,” adds the Director of Assortments.

The timeline and options

Custom-made products usually take several weeks to complete. How does ETON’s customization of this perfect shirt service compare with the competition?

Our delivery timeline is 15–20 business days, a schedule that makes sense logistically for our customers and Eton. We understand customers’ needs for timely products, and we’ve factored this in to meet their expectations for promptness without compromising on quality,” emphasizes Mr. Enckell.

What about the most popular options? 

“Our customers often opt for personalized fit adjustments on classic styles like our White Signature Twill for the perfect fit. With our extensive design options, we’ve seen a diverse array of styles that reflect each individual’s unique needs and tastes. Many select our custom-made service to create memorable shirts for special occasions, like weddings, often incorporating a monogram with a special date as a keepsake. On the other hand, professionals often order multiple custom-made shirts in one order, in classic business colours, adding their initials to the cuffs as a distinctive detail for everyday attire,” says the gentleman who began his career at ETON as a content manager.

ETON presents the perfect shirt unique features

What are ETON’s unique features that makes it the perfect shirt? 

“Eton distinguishes itself with an exceptional range of fabrics, embracing both perennial and contemporary designs, each embodying our hallmark of superior quality. Each shirt is a nod to our heritage as shirtmakers since 1928. Beyond the craftsmanship of the shirts themselves, we pride ourselves on offering a seamless custom-made service, along with other personalized services such as Signature Club, where members have exclusive benefits and outstanding customer support. In our commitment to sustainability, we carefully select organic cotton and obtain third-party certifications to ensure our practices meet high standards. It’s this meticulous attention to detail, both in our products and our services, that sets an Eton shirt apart,” ends Mr. Enckell.

Jean-Michel Bonin from Clusier adds this advice about shirts: “If you’re a watch enthusiast and often wear suits, it’s advisable to opt for a shirt with a larger opening at the wrist for a perfect, refined style.”

Note that the customization service is offered in certain boutiques such as Clusier. You can also take advantage of this service by visiting the Swedish shirtmaker website. 

This articles was originally publish in Gentologie Magazine Issue 13, you can subscribe to Gentologie here.