Profile

Founded by a small-town Swedish couple who got into menswear after their sawmill went belly-up during the twenties recession, Eton was originally named “Skjortfabriken Special,” but its owners simplified the name after recognizing the export market for their shirts. Now Eton has made inroads across Europe and the U.S., with a smattering of small department-store kiosks and a flagship store in the retail concourse of the Plaza Hotel. Known for the wrinkle-free cotton in its Red Ribbon collection (achieved without chemicals, through a combination of tight weaving and the wearer’s body heat), Eton is also the only shirt company in the world to present customers with a stock book of 250 fabrics—plus specific styles for the cuffs, collar, pockets, and overall fit—that they can choose from to design a customized shirt, which will arrive from Sweden within six weeks. The store also carries a plethora of pre-fitted shirts, all of which are meticulously organized in a wall-to-wall spread of backlit cubbyholes. Freestanding glass cases reminiscent of museum displays showcase limited-run shirts, as well as a selection of royal-looking, silver-rimmed cufflinks. — Alex Littlefield

Key Departments

Along with the nearly 600 styles of shirts offered each season, this 1,500-square-foot shop sells coordinated accessories like cuff links and ties and pocket squares. Expect to see warm hues of orange in floral jacquard and geometric patterns, plus classic ginghams, stripes, and blue tones.