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Eton

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The story of Eton begins with founders David and Annie Pettersson. During the Great Depression of the 1920s, the family sawmill was forced to close. David instead began working together with wife Annie, who ran a small dressmaking business from their home. The company began to expand and was established as “Skjortfabriken Special” (The Special Shirt Factory).

As the business began to expand, more and more orders came in from overseas, and the couple remarked that the current name “Skjortfabriken Special” was less than ideal for the international market. After a trip to England, they developed a liking for the name Eton, launching “The Eton Shirt” shortly thereafter. By the 1950s, the shirt had become so popular that the company itself was renamed in its honour.

During a routine visit, the then CEO of Eton discovered a crease-resistant material hidden away at one of the company’s suppliers. The material was rather rubbery and utterly unsuitable for dressmaking. The clothing industry as a whole was, perhaps unsurprisingly, sceptical towards this new material, whereas Eton were convinced that therein lay the future of shirt production. Together with a number of textile specialists, this singular material was developed into Eton’s secret formula for non-iron shirts, becoming an immediate success.

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We currently offer personal style advice through both digital and in-person customer meetings near our headquarters in Borås, Sweden.

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Our style advisors look forward to helping you update your wardrobe and invest in timeless, quality garments!

 
4.70/5 36754 Reviews

An amazingly convenient search for the right item in the right color, the color is perfectly conveyed, a good description of the parameters in the size grid, perfectly selected brands, and fast delivery. Maximum rating, thank you.

Valeriia S

2025-06-27

Buyer

2025-06-18

.

Stefanos B

2025-06-26

Buyer

2025-06-16

Everything perfect!!

Tomaz Z

2025-06-18

Buyer

2025-06-09

Great!

Owen D

2025-06-18

Buyer

2025-06-09

Fast delivery and personalized packing info! Thank you Victor!

Akos K

2025-06-11

Buyer

2025-06-02

Fast delivery, return ticket included if you have to send it back. PERFECT

Tom B

2025-06-11

Buyer

2025-06-02

Quick delivery to Poland. Nice package

Katarzyna B

2025-06-01

Buyer

2025-05-22

Excellent service, quick delivery, great product

SEANN G

2025-05-23

Buyer

2025-05-14

Ordering Internationally, they helped me find my size perfectly without even being able to try it on first.

Jonathan K

2025-05-23

Buyer

2025-05-14

Excellent communication and fast shipping. I recommend Care Of Carl.

Jerroll A

2025-05-23

Buyer

2025-05-14

Very prompt on helping with a return and replacement.

Susan M

2025-05-22

Buyer

2025-05-12

Fast delivery and return procedures, item true to advertisement and overall very easy.

Michael S

2025-05-21

Buyer

2025-05-12

Excellent

Kyriakos T

2025-05-07

Buyer

2025-04-28

Great choice of up-to-date clothing and footwear. Easy-to-use website and quick delivery. Very happy with my purchase.

Michael F

2025-05-03

Buyer

2025-04-24

Amazing delivery. Unique products available. Would definitely order again.

Orlaith O

2025-05-02

Buyer

2025-04-23

All as expected, thank you

Adrien G

2025-04-28

Buyer

2025-04-17

Really pleased with the level of customer service &amp prompt refund.

Richard W

2025-04-26

Buyer

2025-04-15

great

Karol G

2025-04-23

Buyer

2025-04-14

Excellent shopping experience. Quick delivery.

Angus M

2025-04-23

Buyer

2025-04-14

Excellent

Agnieszka M

2025-04-16

Buyer

2025-04-07

A great shopping experience, fast delivery to Croatia!

Marija P

2025-04-11

Buyer

2025-04-01

Excellent!

Jurij G

2025-04-05

Buyer

2025-03-27

the recipient was very satisfied

mottagaren blev mycket nöjd

Monica R

2025-06-30

Buyer

2025-06-09

Affordable product, fast delivery.

Prisvärd vara, snabb leverans.

Johan F

2025-06-30

Buyer

2025-06-18

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Johan E

2025-06-29

Buyer

2025-06-18

Nice shorts fast delivery

Snygga shorts snabb leverans

Jonas L

2025-06-28

Buyer

2025-06-19

Good support!

Bra support!

Sofia F

2025-06-27

Buyer

2025-06-18

Nice & quick

Snyggt&ampampsnabbt

Mari L

2025-06-25

Buyer

2025-06-16

Good t-shirt

bra tshirt

Gunnar D

2025-06-24

Buyer

2025-06-15

Excellent service.

Utmärkt service.

Damian S

2025-06-24

Buyer

2025-06-15

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