ETON LAUNCHES FIRST-EVER KIDS COLLECTION
Eton has created its first-ever collection for kids, inspired by the newest members of the Eton family – their own kids. The limited-edition collection consists of two Eton favorites, shrunk down to kids’ sizes, for boys and girls ages one to eight-years-old.
The Swedish brand has made ‘mini-me’ versions of the company’s most popular shirts: a denim shirt – made as a denim dress, and a white oxford shirt. The new collection is made from the finest cotton fibers in the world and with the same attention to detail and quality as the company’s regular shirt assortment.
“The collection was born from my own personal experience of becoming a father,” said Sebastian Dollinger, chief creative officer at Eton. “To be a dad to a little girl and a baby boy truly puts things into perspective and has made me realize how important it is to be a role model for them. The idea with this collection is to highlight the importance of having someone inspiring to look up to.”
The ‘mini-me’ collection’s corresponding campaign features Dollinger and his daughter among other Eton employees and their kids.
The online exclusive ‘daddy and me’ collection launches in time for Father’s Day, June 12th, on etonshirts.com and via selected online retailers.
