Stars and Stripes

This shirt is inspired by one that Hendrix wore in concert appearances throughout the 1970s. The label reads "Head Ease Los Angeles," suggesting Hendrix bought the shirt in California. He wore the shirt at his last American concerts in Hawaii in 1970, which was filmed for the 1971 movie, Rainbow Bridge. In 2001, Hendrix's stars and stripes muslin shirt sold for £18,400 at Bonhams & Brooks Auctioneers in London.

The parrot

A pattern based on work from author, collagist and graphic artist Parisian Martin Monestiers' collage of Jimi Hendrix and artwork from the "Jimi Hendrix - The Ultimate Experience" album released in 1992. This playful shirt was the start of the whole collection. The background is designed from original sheet music from the 60s and 70s, so pick up your guitar and follow along to re-discover an old classic.

White Pin

The pin-collar was one of the biggest trends in the 60s and 70s. Jimi wore a pin-collar shirt while recording "Voodoo Chile" for the album Electric Ladyland in 1968. The shirt is very wearable and the loveliest things are the simplest details.

A Piece of Art

- Bread and Butter, Berlin

Sebastian is the head of design at Eton shirts. He has been trusted with the important task of keeping Eton fresh and innovative. For a man with such a hard job, Sebastian is very easy going. He loves his job, but even more so, he loves life. In this recent interview, Sebastian is describing the new 50771 collection in his own inimitable style.

Apricot water

This shirt is inspired by one that Hendrix wore at the Miami Pop Festival in 1968, held at the Gulf Stream racetrack near Miami Beach. The Experience headlined over Mothers of Invention, Chuck Berry and John Lee Hooker, and their finale featured a forty-foot peace sign blazing in the night sky.

Electric Mao

Worn by Hendrix on the album cover of The West, released 1972 and featuring live recordings from San Diego May 24, 1969, Isle of Wight Festival May 30, 1970, and Royal Albert Hall February 24, 1969.

Winged Paisley

This pattern was taken from a shirt that Hendrix wore in his performance at Paris’ famed L'Olympia Theatre on January 29, 1968. The show was recorded and later released on the record Live in Paris & Ottawa 1968.

Psychedelic Garden

Worn while blasting out tunes in Maui 1970, the pattern matches the general mood of the era where people were more colourful than ever before. When you spend some time looking at the pattern, it actually moves.

Purple frill

Jimi wore this shirt during a jam session at Woodstock in 1967. Later that day, he wore the same shirt in yellow when he made music history by setting his guitar on fire. Built with Eton’s heirloom quality construction, the shirt features string cuffs, which you can either tie or keep open.

Flower Power

The collection would not be complete without a floral shirt and this shirt is our contribution. The shirt will blossom all year round with radiant passion. Furthermore, a similar shirt was worn several times by Mr Hendrix during the 70's.

Black Gold

Each detail of this shirt may be playful, like the fold and height of the collar, but our meticulous craftsmen have created it with the utmost seriousness. It is inspired by a shirt Hendrix wore during a photo session with photographer David Magnus, outside Chas Chandler’s flat in Montague Square, London in December of 1966.

The launch event

Gubbrummet was filled with people exclusively previewing the limited edition collection consisting of less than 200 special designed shirts. Up and coming band Gustaf Törling and the Wolfkings rocked on stage. International press such as GQ magazine, Esquire, Men's Health Germany and fashion icon Nick Wooster were mingling together with local media profiles like photographer Christian Coinbergh, Tiger of Sweden's CEO Markus Thunmarker and Fashion Editor, DJ and blogger Pamela Bellafesta.