XXY REVIEWS: ETON OF SWEDEN

XXY REVIEWS: ETON OF SWEDEN

XXY REVIEWS: ETON OF SWEDEN

What may strike you about Eton of Sweden is how deceptively classic the brand first appears to be. Their famously celebrated shirts make up a small percentage of the ensembles, yet the eyes are drawn to the areas they dominate: the rising V of a blazer’s lapel, for instance, reveals a pattern unlike any other on the commercial high street. This has been a staple of Eton’s aesthetic since its birth, producing shirts that are both reliable and daring – a mixture that sits somewhere between classic and innovative. According to the 85-year-old brand’s head designer, Sebastian Dollinger, “there is something quite charming about creating tomorrow’s vintage,” which is precisely what the brand intends to achieve with a collection such as their latest.

It seems that this family-run business is completely aware of its identity. The shirt patterns are bold, bright and at times give a nod to a psychedelic fancy of a by-gone era: tomorrow’s vintage. It seem as though the Swedish brand sees itself, its essence, in their chosen models: from classic and clean-shaven to rugged and heavy-bearded, it seems the Eton man is never a carbon copy. The Eton man possesses an easily classifiable appearance of being quintessential, only partnered with an air of eclectic quirk. It is also in this manner that Eton of Sweden portrays itself.

This collection invites us to appreciate the juxtaposition between an archetypal suit and the print on the shirt that accompanies it. It teases the eyes with the element of surprise, not shock, which tells the mind that this is a brand with a voice. It calls for individuals, men who are at ease with their own style and aren’t afraid of the discreetly hinted step Eton takes towards an avant-garde approach to men’s fashion. The looks in this collection may be ideal for many occasions: so interchangeable are the styles of the brand’s collective aesthetic. Personally, I would place the campaign’s featured looks in the professional wear category, with a cheeky specificity on those go-getter types. The shirts celebrate the sort of dauntless confidence and ambition that might be paired with an understated elegance. In a past campaign’s portrayal of one of Eton’s earlier collections, one man regards the other with a look that conveys both slight envy and reluctant admiration. Then again he seems to realise that he, too, is a man with unique taste. And why shouldn’t this be the case, since Eton of Sweden’s assortment of fine shirts has an array of designs to offer? It is this variety, this striving for individuality and innovation that enables numerous clients to find a way to express their own distinctly refined quirk in Eton of Sweden’s aesthetic.

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By Patricia Yaker Ekall

Image via etonshirts.com