Founded in Sweden in 1928, Eton is today a benchmark in high-end menswear, internationally recognized for the impeccable quality of its shirts, a symbol of elegance, craftsmanship, and timeless style. The brand is present in over 50 countries worldwide and boasts flagship stores in major cities such as Stockholm, Frankfurt, London, and New York, as well as showrooms and mono-brand boutiques across Europe, including Milan.

Eton’s story began with the entrepreneurial spirit of David and Annie Petterson, who started the business with the goal of creating garments made to last, both in materials and workmanship. In the 1920s, the company was founded under the name “Specialized Sewing Factory,” soon changed to “Specialized Shirt Factory” to reflect its growing commitment to men’s shirt production. It was in the 1950s, with the launch of the iconic “Eton Shirt,” inspired by the renowned Eton College, that the brand took on its current identity and embarked on the path that made it an international icon of sartorial luxury.

To continue growing and respond to the demands of an evolving market, Eton has undertaken a major digital transformation in partnership with Crea Solution, an Italian company leading the development of technologies for the fashion industry. One of the first innovations adopted was the introduction of CAD software, which revolutionized the entire design process. This tool enables the development of digital patterns, fit simulations, precise adjustments to every detail, and significant reductions in both time and waste throughout the supply chain.

The adoption of CAD has also delivered sustainability benefits, allowing for modifications and virtual testing even before physical prototypes are produced, thereby reducing environmental impact, particularly fabric waste.

Another strategic innovation for the brand has been the implementation of Made to Measure technology. Once a customer’s measurements are entered into a digital portal, the software automatically generates a personalized pattern. The entire process is managed through a centralized database capable of receiving and processing orders in real time from all over the world, ensuring accuracy, efficiency, and minimizing the need for manual intervention from expert pattern makers.

Completing this technological evolution, Eton also adopted the IRIS system, an advanced vision and continuous cutting technology. IRIS can automatically detect fabric imperfections such as flaws, lines, or misaligned checks and adjust the placement of patterns only on flawless areas. The result is a precise, uninterrupted cut that requires no further refinements, enhancing both efficiency and overall product quality.

Through this transformation, Eton has successfully combined respect for its artisanal heritage with the power of digital technologies, confirming itself as a model of how tradition and innovation can coexist and strengthen each other in the luxury menswear industry.