Eterno Shirts

Eterno are Italian shirtmakers, from Salerno.  They sell ready-to-wear and made-to-measure shirts from their shop in Conduit Street, just off London’s Bond Street.  Their Summer sale is now on and all of last season’s collection is on sale at 50% of the original price.  If you know Eterno, you will know that this is an excellent deal.  Here is the shop; 

Eterno sell strikingly beautiful men’s shirts.  Their fabrics are exceptional, Italian wools and linens, thick, cleverly woven  and luxurious.  Their shirts feel really good in the hand and on the body, heavy, silky and supple.  The colours and patterns of these shirts are original and eye-catching.  They currently have prints, stripes and solid colours in the sale.  The stripes are sophisticated designs, some with variable stripe widths in the body of the shirt or in some shirts the weave of the cotton raises the edge of the stripe slightly above the weave, givings a slight shimmer to the cloth.  The shirts radiate upscale style. 

Here is a shirt I bought, a dark navy-blue cotton button-cuff shirt, with a slightly cutaway collar.  I bought this shirt for half of its original retail price, £65.00.

Like many of Eterno’s shirts, the clever weave (in this case a tiny interlocking diamond patten) catches the light and gives the shirt a soft shimmer.  When I showed my wife this shirt the first thing she said was “That is so sexy”.  Most of Eterno’s shirts have this sophisticated glossy look to them.   As you can see from the pictures, their shirts are richly dyed, the colours are deep and vibrant.  Quite simply, they look very classy.

Here is a picture of the back, showing an interesting feature. 

Eterno shirts are semi-fitted and unlike English shirts, are not darted from the yoke.  By darting the shirt on both sides through the middle of the shirt (you can see the right-hand dart in the picture) it opens the shirt across the upper chest, making for a very flattering cut.

Here is a picture from the front. 

 Notice that the collar has a wide band and two buttons.  This means that the shirt will stand up under a suit (without a tie) without falling flat.  This makes for a much more stylish look.  Notice also the slightly off-square buttons which complement the diamond weave.  Clever styling. 

Who wears these shirts and when

Eterno shirts tend towards bigger and more showy collars, slightly larger than average Windsors and Cut-aways, also some Long-points (sometimes called a King collar).  The fabrics especially the prints, are striking, and you will be remarked upon if you wear these shirts.  

If your style is romantic, Italian clothes suit you, you have a romantic personality, there is a little of the storyteller, or poet in you, these are the shirts for you.  If you are a dramatic personality, lots of charisma, a little of the Sean Connery magnetism, then these shirts are for you.   Or if you want these characteristics, wear these shirts…      

These are shirts for night-time, parties, the best bars.  These are not office shirts, though if I were an actor or a creative looking to build a reputation for upscale cosmopolitan style, I would wear these shirts to work.  

Prices and Services

Many shirts in the collection are on-sale for around £65-70 pounds, depending on the original price.  The guys who work here are great and, if you want a shirt from the current (full-price) collection I suggest you put on your game face and ask them to do you a deal.  They will cetainly do their best to help.  

Eterno also do a very good made-to-measure shirt service.  The minimum order is one, and a shirt costs upwards from £140.00, depending on the fabric chosen.  You are measured in the shop and the shirt is cut in Salerno.  From measure to delivery takes three to four weeks, which is good swift service for an Italian made-to-measure garment.

The sale is now on, stylish men will be descending on the shop like vikings intent on plunder.  Go now while there are lots of great shirts to be had.  

Details:

Eterno

19 Conduit Street

London

W1S 2BH

Tel: +44 (0) 20 7493 5603

www.eternolondon.co.uk