EFFORTLESS ELEGANCE – A RETURN TO SIMPLICITY
A fresh interpretation of classic styles – the future of menswear revolves around effortless elegance and refined simplicity. The men’s collection for the coming fall at ETERNA emphasizes a carefree yet refined aesthetic. We showcase comfortable fabrics, streamlined cuts, and an elegant, flexible wardrobe that can’t do without the following: wool shirts for elegant luxury, satin and stripes for added glamour and class, Japanese Knitted and Dynamic Cotton™ for more relaxation and comfort in classic styles. A powerful burgundy shade sets a clear new color tone and is an absolute must-have for this shirt season.
WHAT’S GOING, WHAT’S STAYING?
Old money styles remain an integral part of the style. In this context, stripes continue to gain importance. Here, things can get a little more expressive. As a key piece, we’re showing a multicolored satin stripe on a two-ply yarn with a contrasting white cuff and collar.
What we’re slowly moving away from are overly narrow silhouettes. This makes the looks a bit more relaxed, and the materiality comes to the fore. We’re focusing on soft materials made of cotton, wool, and Tencel, or on expressive fabrics that speak for themselves. We’re building the looks in tones, making the fit a bit more relaxed, and thus emphasizing the exquisite quality.
COMFORT WITHOUT SACRING STYLE
Functionality also remains with us. Innovative materials provide exceptional comfort, offering a high-quality and sophisticated look while ushering in a new level of comfort. The goal is clear: it must be comfortable, yet still look stylish and preppy. This isn’t exactly new, but it’s increasingly dominating our product ranges and demanding new solutions and innovations. Our answer: Dynamic Cotton™ (ETERNA) and Japanese Knitted (premium line 1863 by ETERNA).
DYNAMIC COTTON TM
Using an innovative weaving process that guarantees customers significantly improved freedom of movement in the shirt, offering genuine added value, we set new standards in the shirt market with the ETERNA Dynamic Cotton™ shirt. These „natural stretch“ shirts are also crease- and iron-free, offering unparalleled comfort and ease of care. Dynamic Cotton™ also impresses with its excellent whiteness, which is unparalleled in the shirt market. Because it is made from 100% cotton, it is fully recyclable—thus, Dynamic Cotton™ also scores highly in terms of sustainability.
JAPANESE KNITTED
Natural cotton is combined with innovative high-tech yarn to create a fabric symbiosis that completely reimagines the way you wear a shirt. Flexible in all directions, ultra-lightweight, yet appealingly sophisticated. Soft jersey ensures feel-good comfort, while the synthetic yarn creates a dressed-up look. Japanese Knitted is our new premium hybrid: It’s suitable for both dressy, with a tie, and relaxed and sophisticated. A true all-rounder.
TIME TO SHINE
A true classic is back: the interplay of black and white. We’re celebrating this comeback with an elegant black and white capsule. So clear, yet so diverse. So luxurious, yet so practical for everyday wear. So new, yet so timeless. The theme of shine plays a key role here. This places a new satin fabric at the center of the ETERNA collection. Whether printed, plain, or striped: it has to shine.
LUXURY ASPECTS
In addition to the quality aspects already mentioned, we continue to focus on particularly fine and high-quality materials. For example, we are presenting a 100% Merino shirt in our premium line 1863 by ETERNA for the first time. Combined with the special processing of this material, we create a garment that meets the highest standards of tailoring and quality.
Picking up on the Quite Luxury trend, neutral tones, high-quality materials, and understated details define this capsule. Accordingly, we have also incorporated our „Italian Story“ into our premium line 1863 by ETERNA, which is both pure and high-quality. This is a small, fine selection of Italian fabrics that we are offering for the first time. These special premium shirts will also be adorned with the weaving mill’s logo.
The shirts from the „Italian Story“ collection embody the Italian lifestyle in every fiber. Crafted from the finest cotton and expertly woven, they reflect premium standards and a passion for quality. Luxury you can feel, quality you can wear.
HERTAGE INNOVATION
In this theme, we celebrate a modern interpretation of traditional styles inspired by vintage pieces: flannels, textured surfaces, retro stripes, salt and pepper looks, and herringbone. Dark brown and warm tobacco tones are leading the way, with gray or red accents that exude a sophisticated heritage character. Weave changes and textures create a certain sophistication and value.
THE SHIRT FOR „OUTDOORS“ WEAR
Demand for shirts that are tucked inside is increasing in the market. This simply provides more flexibility for men’s wardrobes in everyday life. Denim is a key theme in this context: From authentic indigo style with a Western look to denim stripes, our premium collection this season has it all. The key piece is a denim print in a timeless paisley design that can be styled both casually and dressily.
