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    Style — 7 October 2013

    Decisions, Decisions:

    Eton, a Swedish company that just opened its first flagship store on Mayfair’s South Molton Street, is perhaps not your first port of call for made-to-measure shirts but, arguably, it should be.

    The options are near inexhaustible. First choose between slim, contemporary or classic body fits, although all can be altered to suit you better later. Then it’s on to the fabric – standard cloths are offered in 46 styles, with each discontinued after a year, but there are also always 21 limitededition fabrics on sale for just six months. Differing collar styles come in abundance – there are 18 in total, and you can even embroider your initials onto one of the two cuff options. The completed shirt will be delivered in a mere four weeks – just enough time to grow a meaty beard similar to that of the man pictured, although that’s very much your choice.