New Eton Launches Its First Men’s Swimwear Collection – Robb Report

Who says you can’t teach an old dog new tricks?

This week, Swedish menswear label Eton launched the first the swimming collection in its 93 year history. The debut offers six different colors and patterns (including a light blue microprint, a fun orange print with oranges and cocktails, green, navy and red stripes and a pair of solid black), each priced at $175. The breezy style is inspired by the designs and colors are from the brand’s 2021 summer casual wear collection, but instead of the soft terry and cotton fabrics used in the top, this swimsuit is made of quick-drying polyamide. Beach lovers will appreciate each pair’s elastic drawstring belts, mesh lining, side pockets and back flap pocket to keep your keys or other essentials safe.

Eton, who recently launched new styles in everything from t-shirts to rugs, decided to introduce swimwear to complement their existing summer collection. This range took two years to develop, and you can see those considerations in detail. Bottom line: Each style is designed to be easy to carry, and comes with a waterproof case that will help you get it out of your carry-on bag so you can hit the beach as soon as you reach your destination.

“Men should feel like their best selves on vacation and good swim shorts are a must in every outfit,” said Sebastian Dollinger, creative director of Eton, in a statement. “We wanted Eton’s first swimwear collection to meet the same level of functional design as our jerseys and we are delighted to offer our customers swimwear that matches the quality they expect from our jerseys.”

Eton’s new wavy swim shorts are currently on sale exclusively on its website, etonshirts.com. However, the collection is scheduled to go on sale at select department stores during the summer. Not that there is any reason to wait to get a partner.

Check out more styles from the Eton Swim Collection below.