Swedish Shirt Brand ETON Partners With Fred Segal for Limited-Edition Capsule Collection

Mixing California cool with European tailoring.

Fashion
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ETON and Fred Segal have come together for Spring/Summer 2022, to co-design a capsule collection that offers a contemporary take on high-style dressing.

As a leading luxury shirt and accessories brand, ETON’s refined menswear approach meets Fred Segal’s California cool, street style aesthetic with its new 14-piece limited-edition capsule collection. The capsule features relaxed shirting, knit shorts, black-and-white paisley print sets, silk scarves, bucket hats and caps.

Neutral-colored chinos, lightweight button-downs and chambray also make an appearance in the collection, along with easygoing rubber-soled sneakers (in both black and white style options).

Commenting on the two brands coming together, ETON’s Creative Director, Sebastian Dollinger, says, “We are very excited to collaborate with Fred Segal – a brand that has shaped the fashion and cultural landscape. With this collection, we wanted to merge our two different worlds: Fred Segal’s LA cool and Eton’s Scandinavian obsession for quality and craftsmanship. The result is a playful collection that captures the uniqueness of both brands.”

Chiming in, Fred Segal’s CEO, Jeff Lotman, said: “Fred Segal has always been a destination for forward-thinking brands and this collaboration is the perfect mix of Los Angeles street style combined with the sophisticated heritage of Eton. We are thrilled to partner with a brand that emphasizes quality and craftsmanship as these are the core values we look for in every partnership at Fred Segal.”

The capsule collection is currently available on ETON and Fred Segal’s websites – in addition to Fred Segal stores – with prices ranging from $145 USD to $315 USD.

In other news, campaign imagery for the Louis Vuitton x NBA collab was released to celebrate its third drop this season.

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