Two iconic Scandinavian brands unite for a tennis-inspired capsule collection—where sportswear meets modern tailoring.
Blending influences from vintage tennis, collegiate prep, and contemporary tailoring, this collaboration speaks to a new generation—style-minded individuals and creatives who move fluidly between work, play, and everything in between. Designed for those who want to bring an off-court streetwear vibe into their wardrobe, the collection offers a new perspective to preppy dressing with a relaxed, effortless energy. Whether worn as a full look or mixed into an existing wardrobe, the pieces offer an upgrade on classic sportswear—one that plays with tradition while rewriting the rules.
A meeting of two worlds: Tretorn, with its legacy in functional outdoor wear and innovative sportswear, and Eton, a menswear specialist since 1928. The unisex collection distills this fusion into a refined yet laid-back aesthetic, brought to life through a carefully curated color palette—deep green, navy blue, eggshell white, and sandy beige. Signature regimental stripes and bold vertical patterns à la Eton pay homage to classic tennis and prep-school influences, reinterpreted through a contemporary lens. Relaxed striped shirts with a lived-in ease, a thick-knit varsity cardigan and vest are paired with tailored “track” chino and shorts. Reworked classic Nylite sneakers with playful, interchangeable laces, classic sports socks, and a preppy tie add pops of personality.
”The style of the capsule is distinct for both of us and marks a major moment for Eton—our first full-look collection. Originally inspired by a vintage tennis aesthetic that blends our respective brand’s signature design, craftsmanship and heritage. It’s versatile, modern, and a standout mix of tailoring with a sportif edge.”— Mija Bladmo, Assortment Director at Eton.
“Tretorn was among the first sneaker brands to emerge in the early 1900s, with our Nylite model becoming an iconic tennis shoe decades later. In collaboration with Eton, we’ve reimagined the Nylite with a contemporary twist—blending classic tennis-inspired aesthetics with fun details that allow for a personal expression for an off-court playground look.” — Carl-Henrik Hallèn, Head of Design at Tretorn.
Eton and Tretorn celebrate their shared Scandinavian mindset in a capsule refreshed with heritage logos, bringing old school charm, and a fresh take on classic styles that resonate with both audiences.“Eton and Tretorn share an appreciation for the off-court aesthetic. Combining it with our DNA within craftsmanship and heritage led to this dynamic collection—a fresh take on classics that pairs Eton’s expert tailoring with Tretorn’s performance-driven sensibility.” — Janelle Hallberg, Brand Communications Director at Eton.
“At Tretorn, we love exploring new creative expressions through collaborations with like-minded brands. In Eton, we found a counterpart who shares our dedication to timelessness, craftsmanship, and quality, while also embracing our curiosity for fresh ways to engage new audiences.” — Erica Wigge, Chief Marketing Officer at Tretorn.
The campaign, shot by James Harvey Kelly—known for his raw, reportage-style fashion photography—captures the essence of this collaboration in a personal and relaxed way. Scandinavian sportiness gets a new attitude, and craftsmanship finds its next generation.
The Eton x Tretorn capsule collection is available from May 7th exclusively through select Eton stores, etonshirts.com and tretorn.com.
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