Eton

Don't be fooled by the name and dismiss this as a label by toffs, for toffs. Strangely enough, this premium shirt brand, opening the doors of its first London store is Swedish. It was formerly known as Skjortfabriken Special until its owners decided to rebrand as something a little more pronounceable. We're not sure why they didn't opt for something a little closer to home (what's the poshest public school in Sweden?), but Eton is not that far from its namesake, sartorially speaking. The brand's Mayfair townhouse features rich furnishings-mahogany shelves, glossy like a shiny new jag, with plump piles of neatly folded shirts in a rainbow of hues. If you don't have a gap in your wardrobe for a shirt, then there's little for you here-a store with such a specific remit means that there's not much here apart from shirting. But what Eton does, it does very well. All shirts are made from 100% Egyptian or Pima cotton, so pulling one on in the morning feels a little like slipping in between crisp bedsheets in an upmarket hotel. Staff, trained in shirt aesthetics at 'Eton College' are excellent, and alterations are available.