Brand Focus – Eterna

When we first thought about creating a range of shirts to compliment our jeans collection, we decided it would consist of named styles that we would repeat season after season in a range of different prints & assumed that we had accidentally stumbled across something that was truly original. The thought process behind this was that in the same way that you find a pair of jeans that you love & never go off message, if you found a style of shirt that did the same in regularly updated prints you would come back to your chosen style season after season.

It seems that we were re-inventing the wheel as German brand Eterna has been doing this for generations! With the sad demise of one of our favourite shirts makers, Erfo we have been looking for a premium replacement & now have to look no further as Eterna perfectly compliment our own range of cotton shirts, tops & blouses.

“Sustainability is not a fashion trend”

All Eterna shirts & blouses are made in Europe & their entire procurement & manufacturing journey is available for anyone of us to trace. They use the highest quality natural fibres mixed with manmade materials to create the stretch that we all love in our clothing.

“Our Blouses. Our Fits”

Eterna shirts & blouses are available in a range of shapes & fits from fitted to oversized. We have found however that they are however quite small so if you are between sizes you might want to consider sizing up rather than down.

Each named shirt belongs to a particular shape & is available in a range of prints. The beautiful tulip blouse shown above is called Ruby. It is figure hugging – as a size 14/16 I am wearing an 18. The jersey shirt shown in our “Get the look” section is however a regular fit which does what is says on the tin ” …. close fitting & at the same time comfortable blouse that flatters the female silhouette without constricting it. In this I would wear a size 16.

At the moment we are stocking both the jersey & satin shirts year round in white with additional seasonal prints. Soon however we plan to introduce more colours as well as a new (for us) style, The  Performance Shirt, which is a super stretch lyocell mix. It is an incredibly flattering shape in a superstrech fabric that is breathable & cooling.

“Classic Oxford”

In addition to our own label Oxford shirts (which are working on at the moment) we have The Eterna Oxford in a pale blue, with contrasting stripe cuffs. Made from a cotton/lyocell mix is durable & robust – perfect for dressing down at the weekends as well as everyday work wear. More colour ways will be arriving next Spring