Bloomberg Businessweek

Beyond Basic

Sebastian Dollinger, creative director of Eton, is reinventing the boring work shirt

Eton’s superslim-fit, 100-percent-cotton, striped mechanical stretch shirt

Season after season, men demand white shirts and blue shirts. Sometimes, for variety, they’ll choose one that’s both white and blue. Like most top shirt specialists, the Swedish company Eton elevates these basics through the quality of its fabrics and the artfulness of its sewing. But Eton is alone in employing menswear’s most innovative shirtmaker as its creative director. His name is Sebastian Dollinger, and his mission is to transform commonplace button-ups into extraordinary

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