Eton x Björn Frantzén

The creation of the perfect Custom Made shirt, much like the orchestration of a perfect dish, is a testament to the power of personalization. It’s about defining your personal taste and having the tenacity to infuse it into every detail. Eton's collaboration with renowned six Michelin-starred Chef Björn Frantzén isn’t just a melding of industries but a harmonization of passions. It represents a meeting of the minds within the tactile and tasteful, the sartorial and savory.

Björn Frantzén, whose initial strides were on the professional football field, transitioned from the grass to the kitchen with seamless ambition. His culinary voyage honed at distinguished establishments such as Pied à Terre and L'Arpège in Stockholm, Sweden, each a chapter in his storied journey towards gastronomic greatness. He brought with him a zeal to uplift Swedish cuisine to world renown, a vision that mirrors Eton's evolution as a heritage brand that has innovated the dress shirt on the world stage.



Chef Frantzén's kitchen — a world where precision meets passion — mirrors the very ethos of Eton's approach to the art of shirt making. For both maestros, the devil is in the details that captivate and convey excellence. Every choice, from refining a flavor profile to placing a precise stitch, is a deliberate act of creativity. This meticulous attention to detail ensures that every creation isn't just seen; it's a dynamic experience. It is through this relentless pursuit of innovation and commitment to craftsmanship that both Chef Frantzén and Eton continuously refine their craft.

Our paths converged over shared values—creativity, and the art of personalization. Chef Frantzén's distinctive approach to his craft, infusing each dish with a story, harmonizes with Eton's ethos of personal expression. Dressed in the iconic white that chefs don, he stands as a natural embodiment of pure excellence and authenticity, qualities that Eton upholds with equal reverence. 'There are no shortcuts,' he tips, a philosophy just as relevant in the meticulous environment of the kitchen as it is in the attentive world of a design studio. It's this parallel vision that unites Frantzén with Eton, both representing brands of choice for those who value a blank canvas as an invitation to create something remarkable.

Eton's Custom Made feature is a seamless journey, whether experienced online or in-store, guiding you to your perfect shirt in just about 15–20 days. Just as a chef thoughtfully plates a dish, Chef Frantzén selected a classic pointed collar for his shirt — a quintessential silhouette that impeccably frames his face. This collar style exemplifies versatility, presenting an elegant look whether worn relaxed and open or neatly buttoned up, with or without a tie. It stands tall, projecting a sophistication that remains crisp from the morning's first light until the close of the evening.

“Just like my culinary creations,” Chef Frantzén muses, “The shirt I created with Eton resonates my esthetic vision and personal expression.”

The Custom Made feature offers a wide variety of fabric choices, ensuring there's a match for every individual and occasion. Among these, Chef Frantzén naturally selected Eton's wrinkle-free Signature Twill in optical white, a color that echoes the classic chef's uniform. This choice of fabric, crafted from organic, extra-long staple cotton, provides a lustrous finish and a soft hand, ideal for the tactile sensibilities of a chef accustomed to the finest ingredients. Its ability to remain sharp throughout the day reflects the standards of Chef Frantzén's dynamic lifestyle and public engagements. The iconic white shirt, Eton's pièce de résistance, resonates with Chef Frantzén, symbolizing a brand synonymous with a corresponding commitment to excellence.

For the cuffs, Frantzén preferred the understated elegance of the rounded cuff, a choice that speaks to a sophisticated yet relaxed demeanor. Adorning these cuffs, the tonal monogram — akin to an amuse-bouche — serves as an intimate signature, a delicate yet distinguished detail on the canvas of the shirt.

“In every dish, I infuse a piece of my personality – a story that unfolds on the plate. Similarly, Eton breathes life into fabrics, creating Custom Made shirts that tell a unique tale with every stitch.” – Björn Frantzén

This pursuit goes beyond the mere threads of a garment, capturing the essence and very persona of the wearer. It is Eton's dedication to craftsmanship that elevates the Custom Made feature to a form of storytelling, rich and intricate. Each choice made in the shirt's creation, from the precise cut of the collar to the careful selection of the cuff, forms a narrative thread in the tapestry of personal style — a narrative that Chef Frantzén embodies in the meticulous design of his own perfect shirt.

As Chef Frantzén has crafted his ideal perfect shirt, Eton extends the same invitation to every discerning gentleman. It is not merely about creating the perfect shirt or concocting exquisite dishes; it is about etching your distinct taste and style into the world.