Eton Shirts is moving away from its classic offer towards more fashion-led and slim-fit styles to cater for changing consumer tastes.
The move comes as the Swedish brand prepares to launch a shop-in-shop concept in the UK.
The brand, which is sold in Selfridges and Harrods as well as about 125 stockists in the UK and Republic of Ireland, will almost double the number of fashion styles from its slim-fit and contemporary ranges over the coming seasons.
UK brand manager Dene Myers said the move was in response to the changing demand from Eton customers. "Traditionally the UK has been primarily focused on the double-cuff classic styles, in contrast to the rest of Europe. But there are more younger customers and men who want a more fitted look that they can wear outside the office."
So far, Eton's classic range makes up about 70% of the brand's overall offer, with the contemporary range comprising 25%, and slim fit only 5%. As part of the shake-up, about half the autumn 07 collection will be made up of contemporary and slim-fit styles.
Double-cuff styles will only be available in the stock service range and not in forward order collections.
The brand will also trial a new shop-in-shop concept featuring black fixtures and mood-changing lighting, which could debut in the UK in August.
Eton sells in Harrods in London and Selfridges in Birmingham, London and Manchester, and has a standalone flagship store in Holborn in London. It is distributed by agency The Great Dane.