Swedish & Italian Brands Offer Up International Collection

The London flagship of Swedish shirtmaker Eton is to house a pop-up shop-in-shop next month as part of a collaboration with Italian brand Eidos Napoli. The two businesses have worked together to produce a collection that mixes Eidos’s signature tailoring and sportswear with Eton’s shirt and tie offerings. Included in the hand-picked selection is a three–piece pinstripe flannel suit, deconstructed plaid sport coat and Casentino wool coat. Other items comprise a two-piece brown plaid suit, burned orange check blazer and knitted cardigan. Accessories will also make up a section of the project, coming in the form of ties, pocket squares and scarves. The collaboration officially launched during Stockholm Fashion Week in August but won’t be available to buy until next month. Eton’s creative director, Sebastian Dollinger, described Eidos as “the most relevant Italian lifestyle, clothing brand in the market today”. “Just like us they produce high-quality garments emphasizing on unique design and styling…This collaboration is a great opportunity for us to inspire each of our customers how to match our products,” he added. Established in 1928, Eton continues to be run by the family of husband and wife founders, Annie and David Pettersson. The business is available in over 100 outlets across the UK. Clothing and furnishing manufacturer Eidos Napoli, led by creative director Antonio Ciongoli, debuted its first full collection as recently as SS14. The exclusive collection will be available via an Eidos shop-in-shop at Eton’s flagship in London’s Mayfair from 10th October. Clothing prices start from £140 for shirts, £295 for knitwear and £595 for blazers.

Eton Store Details

Address: 53 South Molton Street, London, W1K 5SF Tel: 020 7430 1433