by Stephen Garner

The way people work and live now has changed and so has the way they dress. With this in mind, Swedish shirtmaker Eton has created a new campaign in response to this notion. With most meetings taking place over video showing only the upper body, Eton believes that the shirt is more relevant now than ever.

With Eton’s ‘Seven Days Seven Ways’ campaign, the company wants to help its customers navigate the new lifestyle of working from home by providing lighthearted style inspiration and guidance on how to remain well dressed and look professional while feeling comfortable from the home office. The campaign is inspired by situations customers are sure to recognize: the dad working from home and the endless phone meetings, to mention a few.

“As many of us are working from home, the shirt has become the blazer of our time,” said Helena Thorell, brand and marketing manager at Eton. “Relevance in communication and being there for our customers are important aspects for us at Eton. With the ‘Seven Days, Seven Ways’ campaign, we want to inspire with a range of versatile, comfortable shirts made for the new reality, and hopefully inspire a smile of recognition.”

With this new campaign, Eton wants to make it easy for customers to look sharp while feeling comfortable from their home offices and with this in mind has curated a selection of comfortable versatile styles, for everyday situations – for every day of the week. The selection includes a range of shirts, hand-picked and styled for the new normal; from soft royal oxford to light-weight denim, cotton-silk, polo piqué – to Eton’s most iconic business shirt.

“We have taken actions to support our wholesale partners during this challenging year, through dating, delayed shipments, and order cancellations, among other things,” added Erik Wilkinson, chief sales officer at Eton. “Now we feel it’s time to help them drive customer traffic and hopefully sales by inspiring their customers through a fun, relevant, call-to-action campaign and product. Some people know Eton as a 92-year old dress shirt specialist, and this is our way to remind everyone that we are really good at contemporary business casual and casual shirts as well – our comfortable high-quality polos, oxfords, and soft woven shirts that can help them capture more business during these changing times.”

The campaign launches at the end of October and the shirts are available on and via selected resellers.