Eton

Eton makes shirts, and only shirts. The story starts in 1928, when cousins Annie Pettersson and Febe Lidar began sewing dresses in a small workshop in Gånghester, just outside Borås, Sweden's heritage textile region. By 1937 the business was leaning towards men's shirts, and in 1946 it chose to focus on them alone, mainly poplin. In 1948 two of Annie's sons visited the English town of Eton and came home with a name for a new product, "The Eton Shirt". The company took the name in 1950. Annie's rule from 1945 still guides the place: never hand over a shirt until you are completely satisfied with it. Headquarters remain in Gånghester.