FASHION

Here’s Eton’s new line of perfect work-from-home staples

We speak to Sebastian Dollinger, creative director of Eton Shirts, about the retro-futuristic FW20 collection.
By JOHAN MAGNUSSON
November 03, 2020

The collection, Dollinger tells, is inspired by what the future used to look like when viewed from the past, from the different art movements and artists in the 20th century, all the way to 1980s sci-fi. Several art deco influences can also be seen throughout the collection. 

— We wanted to capture a sense of speed and technology in our designs — from bold and artistic prints such as the Rocket Man print (pictured above and below) — one of my personal favorites — to playful micro prints of spaceships and cars. 

Innovation, he continues, is in the brand’s DNA.

— It has very much shaped the way we work and how we constantly challenge ourselves when it comes to renewing and evolving our shirt collections. From creating new and technically difficult fabrics, like the crease-resistant shirt in Tencel-cotton, to simply refining and reinventing the most classic pieces.

What other innovative FW20 fabrics and styles would you like to highlight?

— On the fabric side, our new Flanellina fabric is super soft and makes the perfect garment for the new work from home lifestyle. We created a line of shirts with a half zip, all made in this fantastic fabric. They come in a new box fit that goes really well with all trousers. We have recently also introduced a new jersey t-shirt that has been in the making for quite some time. It’s made from the best yarns in the world, called Filo di Scozia, and we are sewing them on our machines where we usually make shirts. The result is the dressiest t-shirt I have ever seen.

Except for creating long-lasting products, how have you worked with sustainability?

— We believe that fabric innovation is necessary to manage a systemic change towards a more sustainable fashion industry and to take us into the future. We have introduced materials with less environmental footprint while keeping the same high standards in terms of the quality and longevity of our garments. An example of this is Tencel yarn, a renewable, biodegradable material made from natural cellulose, which has been incorporated into many of our ground bases.

What’s your goal?

— For the future, it is to use 100% sustainable fibers in all our collections and to completely transition to organic cotton. All new qualities we work with must have a sustainable element to them, otherwise, we do not use them. The clothing industry has been rocked by Corona and I think that now more than ever it is crucial to support manufacturers that care for the environment and create high-quality garments that are made to last, says Dollinger.

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