The two Swedish powerhouses have joined forces, unveiling Björn Frantzén's recipe for the ultimate white shirt
Swedish Michelin-starred chef Björn Frantzén and premium menswear brand Eton have cooked up something very special: a collaboration introducing the perfect white shirt. Celebrating individuality and craftsmanship, the custom-made shirt showcases Frantzén’s vision and interpretation of the wardrobe classic.
“In every dish, I infuse a piece of my personality – a story that unfolds on the plate. Similarly, Eton breathes life into fabrics, creating custom-made shirts that tell a unique tale with every stitch,” says Frantzén. With six Michelin stars under his belt, Franzén knows a thing or two about honing his craft. So does Swedish Eton, which has firmly cemented its spot as one of the leading labels within luxury shirt makers.
Eton’s bespoke services offer customers a range of options for fit and style, ensuring the creation of a unique and impeccably tailored shirt. Clients can customise the sleeves, body sizing, collars, and cuffs to their desired specifications. What’s more, the possibility to add a personalised monogram provides the perfect finishing touch.
Björn Frantzén wearing his iteration of the perfect shirt. Photo: Eton
Photo: Eton
Photo: Eton
“For us, creating the perfect custom-made shirt means being able to choose details and fabrics with world-class quality – just as ingredients are crucial in creating a world-class culinary experience,” says Janelle Hallberg, brand communications director at Eton. “We collaborated with Björn Franzén to explore these similarities in a concept of perfection, both style and taste.”
In every dish, I infuse a piece of my personality – a story that unfolds on the plate. Similarly, Eton breathes life into fabrics, creating custom-made shirts that tell a unique tale with every stitch.
Michelin-starred chef Björn Frantzén
For the partnership, Franzén has unveiled his secret formula for the ultimate white shirt, which he dons in the moody campaign images shot for the collaboration. His ingredients? Crisp, white signature twill fabric, a slim fit, pointed collars, and rounded single cuffs complete with an elegant, embroidered B.F. monogram.