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Eton of Sweden Opens at Plaza

Luxury shirtmaker Eton of Sweden has opened its first U.S. store at the Plaza Hotel in New York.

Inside Eton.

Luxury shirtmaker Eton of Sweden has opened its first U.S. store at the Plaza Hotel in New York.

Eton, which celebrated its 80th anniversary in 2008, operates 12 stores around the world. There are plans to add three to five units in 2009, including Los Angeles and Canada.

“We started looking for a space three years ago and we started in the Wall Street area,” said Jan Borghardt, creative director. But when that didn’t pan out, he said, the company settled on the Plaza, which recently underwent a multimillion-dollar renovation and added 60,000 square feet of retail including men’s brands such as Seize sur Vingt and Arthur, as well as luxe accessories purveyors MCM and Ghurka.

“We knew we needed a premier place,” Borghardt added. Eton’s richly appointed shop measures 600 square feet.

At the store-opening event Tuesday night, Eton also showcased what it touted as the “world’s most expensive shirt.” Encased in a hand-carved black oak box, the Eton Diamond Shirt is a traditional dress shirt constructed from the most exclusive Egyptian cotton that sports diamond studs of different colors set in black enamel borders. The shirt, which the company values at around $40,000, will be auctioned by Harrods of London this spring with all proceeds going to the Great Ormond Street Hospital.