Back in 2014 Eton set out to redefine their view on masculinity and style, introducing "Be a New Gentleman"—a vision that merged Swedish ideals with modern elegance.

The Eton customer had long been the traditional white-collar professional, defined by classic tailoring and timeless sophistication. But the new gentleman was no longer confined to a single role. He became both professional and playful, timeless yet trend-conscious. He moved effortlessly between formal and casual, always carrying an innate sense of style and quality.

By drawing from Swedish design traditions—rooted in craftsmanship, innovation, and minimalism—we created a new narrative for the modern man’s wardrobe. A space where classic tailoring met contemporary expression, where function and aesthetics coexisted seamlessly.

We didn’t just follow the rules of elegance—we redefined them.