NEW YORK, Feb 9, 2009 / FW/ — Known for its impeccable men’s shirts for the past 80 years, Eton opened its New York flagship store in The Plaza last January 20th with the world’s most expensive men’s shirt as the guest of honor.
Created in celebration of the company’s 80th anniversary, the Eton Diamond Shirt is woven from the finest Egyptian cotton and detailed with natural colored diamond studs.
Speaking of shirts, to showcase the label’s Spring 2009 collection, six models wearing Eton shirts mingled with the guests to show off the shirts. But, unlike Victoria’s Secrets wherein the multi-million dollar bra is actually worn by one of its celebrity models, the Eton Diamond Shirt stayed in its case.
There was a live performance by the dandy gents of the James Gang who were dressed traditional in Eton shirts and entertained the audience to 3 songs from their new album to a rip-roaring applause.
The success story of Eton started in 1928 in the small village of Gånghester in Sweden. Annie & David Pettersson ran a successful sawmill until the recession forced them to start a new business. Annie started to make fine clothes for the people in the village; the company grew, focused on men shirts and in the 1960s a salesman first brought the shirt collection to the United Kingdom.
The name of the company “Skjortfabriken Special” became impossible to pronounce abroad and to adjust to the export markets the brand name Eton was chosen. The association with class and sophisticated elegance were, and still are, the ethos behind the company.
Gånghester and Grandma Annie’s philosophy to never hand over an item until you are completely satisfied never changed, and it is still the foundation of the Eton philosophy.
Photos courtesy of Eton