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What we are excited about:

August 10, 2011

  • Guerrisms
  • Guerrisms
  • Guerrisms

Eton’s Fall 2011 collection! Our new books showed this morning, and the whole staff had a little order party!

Found this archived interview with Sebastian Dollinger, head designer for Eton of Sweden:

“1. A shirt is a shirt is a shirt or is it?
I like to believe that people should get what they pay for.  We invest our money back into the product,our product does the advertising. Ultimately what you purchase from with us is the quality of the shirt.

2. How long have you been with the company?
9 years. The people here are great, its a fantastic team, the work is challenging but this is my extended family.

3.  Seems that Eton shirts is big on details, whats an example of detailed oriented  work at Eton?
You dont want to make a clown shirt but make a quality garment with something unique.  For example we have a white shirt with dark blue piping.  When the shirt is buttoned all the way up you dont see the piping but once you open it you see that small detail. The details are in things like the stitching, the button holes, and combining of patterns.

4. What is a stylish man?
A stylish man is a confident man who is wearing his clothes and the clothes arent wearing him be it in jeans or a suit stylish men dont overdo it, its not what they wear but how they wear it.

5. One of the things that struck me about Eton was that each season was broken down into months and 14 new shirts are introduced every month. The Spring – Summer collection has some 56 different shirts, thats a lot of shirts between December and March. Whats the idea of that?  Why not have 12 different collections per year? We look to inspire people to wear more colorful clothing and to be different every month.

6.  Will you walk me up until the moment the shirt is purchased.
A. Color inspiration. This can come from anywhere, inspiration for this can be simple as seeing a great color combination.
B. The fabric & ground structure. This is where we decide on what to make the shirt out of – the best thing to showcase what we visualized.
C. Patterns.  We decide on patterns and bring them to life with the colors chosen.
D. Combine everything. Everything comes together.
E. The packaging. 
F. We share the story behind the item.
G. We showcase the item and let the buyer know its the right piece for them.
H. The person makes the purchase.” –Guerrisms

Are you an Eton man?


By A.K. Rikk's   /  

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