Eterna has been making men's shirts in Germany since 1863, and the quality hasn't slipped. The brand is best known for pioneering the non-iron cotton shirt back in the 1980s, still the reason so many men reach for one on a Monday morning. At Baks Menswear in Bournemouth, we stock Eterna's Comfort Fit shirts in long and short sleeve, from plain classics to the occasional bold print.
We stock Eterna because it does one thing better than almost anyone else: the non-iron shirt. Eterna patented the process using pure cotton, no polyester substitute needed, and spent four decades refining it. For a menswear shop selling to men who don't want to think about ironing before work, that's exactly the point.
The range runs from crisp white and blue Oxford classics through to Eterna's bolder prints and checks, all cut in the brand's Comfort Fit for room through the chest and shoulders. Long sleeve dominates the rail, with short sleeve options appearing as the weather warms.
Eterna was founded in Vienna in 1863 and built its reputation from Passau, Bavaria — a hundred and sixty years making shirts for men who'd rather spend their morning on something other than an iron. OEKO-TEX certified standards back that history up.
If you're after a shirt that looks pressed without the effort, this is where to start.
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