Upgrade your wardrobe with true non-iron quality. A collection of products developed to combat wrinkles without compromise.
Tired of all the hassle? Us too.
Liquid repellent
Technology in the fibres ensures stains are absorbed less. That means less washing, and more wearing - which benefits the longevity of the item, and our planet.
Fresh all day, everyday
Odour repellent technology keeps you fresh all day long, for days. Customers on average wear these shirts for 3.8 days between washes.
Wrinkle freedom
Our Non-iron shirts are completely crease resistant and requires no ironing. Time to pack away the iron board for good.
4-way stretch
We all love a good stretch. And with some in your shirts, you'll feel the night and day differences.
- Ultra comfortable piqué structure
- 4-way stretch
- Liquid & odour repellent
- Reduced shrinkage
- Made of recycled materials & BCI-cotton
- Sealed Ascolite® button thread
- 4-way stretch
- Liquid and odour repellent
- Non-see-through & Non-iron
- Refined, structured collar
- Crafted from recycled PET plastic bottles
- Ascolite®-sealed buttons
Engineered to outlast
Shirts that stay sharp after 50 washes - proven by independent lab tests.
| Test conducted | LABFRESH | Eton |
|---|---|---|
| Tear resistance (length / width) | 55N / 52N | 7.8N / 6.1N |
| Tensile strength | 800N / 550N | 600N / 350N |
| Abrasion resistance | 45.000-50.000 rubs | 10.000 - 12.000 rubs |
| Pilling resistance | No numerical score, but passed visual test | No numerical score, but passed visual test |
| Water absorption time | >60 seconds | 3 seconds |
| Water repellency | ISO 2.5 | ISO 0 |
| Shrinkage | Max shrinkage -1.5% | Max shrinkage -2.8% |
| Appearance | Smoother seems, no colour change | Similar, slightly lower seam smoothness |
