FASHION

Eton uses micro-hole tech function to present the label’s most functional shirt to date

Also teaming up with denim enthusiasts for a new, limited edition overshirt.
By JOHAN MAGNUSSON
March 10, 2022

In 2018, Italian master weaver Valerio Leone presented a new four-way stretch fabric to Eton’s creative director Sebastian Dollinger.

— As soon as I started wearing it, I loved it, he says. It has a sharp and dressy look, yet it still feels like you’re wearing a T-shirt, and with the functionality of a sportswear garment, making it the ultimate shirt hybrid. In the construction, we are merging the best of activewear with the elegance of a dress shirt. Our fabric is yarn-dyed and made with recycled polyamide. It’s not only super flexible and luxe in look and feel but, like sportswear, it has a micro-hole tech function for breathability, freshness control, and anti-odour effect. As a bonus, it’s wrinkle-free and dries super-fast. Being so extremely versatile, I think the four-way stretch fabric is here to stay.

Oscar Salomonsson, principal dancer at the Royal Swedish Opera, in Eton’s new campaign.
Professional athlete Marvin Tay for Eton.

This season, the Swedish shirt specialist has also teamed up with the denim specialists at manufacturer Jeansverket, merging their respective expertise for an overshirt — or jeans jacket — made locally in Borås, where the two brands are both based.

Eton will also expand its accessories range with a new hat collection. The raffia straw cap, a seagrass Panama hat, and a terry bucket hat all come in soft pastel shades, that happens to match perfectly well with this season’s offering of terry resort shirts.

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