Men’s Clothing in Östermalm


Sturegatan 8, Östermalm • view map


Men’s clothing & accessories

Price Level


Eton – The personal and classic go-to shirt brand that enhances your personality

→ View images

Founded in Sweden in 1928, Eton is a brand known for its quality shirts with sophisticated styles. Here, Scandinavian design meets Italian craftsmanship to express individuality and inspire confidence with the finest of materials and great attention to detail.

Now almost 100 years old, the clothing brand’s mission is the same as it was then: to nurture sophisticated men’s style by championing style, quality, and craftsmanship for a changing world. Over its 100 years, the brand’s popularity has spread, and today it has customers in over 50 markets worldwide. Customers can find the clothes both in Eton’s own stores located in New York, London, Stockholm, Malmö, and Copenhagen, as well as in some of the world’s most prestigious department stores and boutiques in Europe, North America, the Arab world and Asia such as Harrods, Selfridges, Saks Fifth Avenue, Galeries Lafayette, and Kadewe. In Stockholm, you can find Eton’s clothes at Sturegatan 8 in Östermalm, at NK, Åhléns City, and of course in the company’s official online store.

With its Nordic approach to quality and craftsmanship, Eton has created the perfect dress shirt that is also the world’s first non-iron cotton shirt. The business shirt is the brand’s signature, but Eton’s menswear collection is much more than that. Whether you’re looking for a formal shirt for a special occasion, a business classic, or a more casual everyday shirt, you’ll find it in Eton’s wide range of styles. In other words – timeless clothing for all of life’s occasions.

Keep reading the article

The collection’s signature piece – the dress shirt – requires just that little bit of extra attention. There are almost exactly 12,000 stitches on each shirt, all buttons are sewn on stems, and the shirt is non-iron and made from the highest quality cotton, which makes it long-lasting and is partly responsible for its good fit. Eton’s most iconic shirt has been developed by the company’s clothing experts in four different fits: slim, super slim, contemporary, and classic. The idea is that all men, regardless of body shape, should feel comfortable and stylish in the Eton shirt, by optimally emphasizing the shoulders, back, and face.

Over the years, the collection has expanded to include more casual shirts, t-shirts, and overshirts in flattering materials. Because yes, whatever the garment, Eton always uses the finest raw materials. Cotton, silk, Tencel, and wool always come from traceable sources to guarantee Eton standards. Then the entire creation process follows the same quality-oriented pattern. In addition, there is also a range of accessories for men. Choose from cultivated ties, bow ties, handkerchiefs, scarves, and hats, signed by Eton and made by Scottish, British, and Italian tailors. Both clothing and accessories are designed and made in collaboration with some of the best artisans in Europe – another guarantee of high quality.

None of Eton’s products have a visible logo, although the ‘secret’ blue ribbon can be found on the inside of shirt collars. Eton’s design should be visible anyway. And indeed it is. The clean cut, the carefully selected materials, the sheen, the curve of the collar, the precision of the sewing and design – the hallmarks of a quality that speaks for itself.

Welcome to Eton!

Top 3 reasons to visit

Shirts in a timeless design for all occasions in life

Highest quality materials and craftsmanship

Classic garments for the modern man



+46 (0)8-20 50 70

Opening Hours

Monday 10 am – 6 pm
Tuesday 10 am – 6 pm
Wednesday 10 am – 6 pm
Thursday 10 am – 6 pm
Friday 10 am – 6 pm
Saturday 10 am – 5 pm
Sunday 12 noon – 4 pm

Social Follow