Eton Pays Tribute to The Beatles with a limited-edition shirt collection
13 November 2023
Eton Pays Tribute to The Beatles with a limited-edition shirt collection
The Beatles x Eton is a limited-edition collection by luxury shirt brand Eton that pays homage to The Beatles’ expansive discography.
Eton is a company founded in 1928 in Sweden by Annie Pettersson and offers formal and casual shirts, as well as t-shirts, polo shirts and overshirts. Today, Eton has grown into a global brand with a strong footprint in about 50 countries, flagships in Denmark, the U.K., Germany, Sweden and the U.S., and a dedicated e-commerce site.
Eton describes this new collaboration as “a shirt collection for Beatlemaniacs, by Beatlemaniacs”. The collection serves as an ode to The Beatles’ expansive discography and draws profound inspiration from their vast musical repertoire with each piece showcasing unique artistic reinterpretations of the iconic elements from the band’s history. Each shirt is a tribute to different The Beatles in different ways and some shirts are inspired by pieces worn by the band members themselves.
“When I watched the documentary ‘Get Back’ there was something special about the shirt that John wore. I wanted to recreate it not only the style and in 1:1 scale, but also try to figure out how the fabric was constructed when he actually bought it. So, we did some research, and what you have here is probably exactly what he would have worn.” Eton’s Creative Director, Sebastian Dollinger, says.
Pre-launch access using The Beatles records
The collection was pre-launched last week with the campaign “Ticket to buy”. Using barcodes from select The Beatles records, fans could access the collection early by entering the barcode on the Eton online store. The campaign was launched on several platforms such as Spotify, Pinterest, Instagram and TikTok.
The colllection has already received press in outlets such as Hypebeast, WWD, Sportskeeda and Robb Report.
The Beatles x Eton is now available at Eton’s stores, webshop and select retailers such as Harry Rosen stores in Canada and Nordiska Kompaniet, NK, in Sweden.
Interested in a licensing collaboration with The Beatles? Hit us with your idea by sending an e-mail to licensing@rightsandbrands.com
