Eton Birger Jarlsgatan

Eton Birger Jarlsgatan is a specialist menswear shop for Swedish-made dress shirts, formalwear, accessories, and made-to-measure services at Birger Jarlsgatan 16 in Stockholm’s Östermalm district, near Östermalmstorg. The brand began in 1928 in Gånghester outside Borås, where cousins Annie Pettersson and Febe Lidar started a sewing workshop; Annie and her husband David Pettersson later managed the business, which became Eton after the family’s connection with the English town of Eton. This Stockholm branch is one of Eton’s flagship locations, offering the brand’s signature shirts alongside personal fitting and styling assistance rather than functioning as a general department store. It opens Monday through Friday from 10:00 to 19:00, Saturday from 10:00 to 17:00, and Sunday from 12:00 to 16:00; appointments are sensible for made-to-measure fittings or detailed wardrobe consultations.