ETERNA: Non-iron shirts and blouses

• Brand philosophy

  ETERNA specialises in the manufacture of non-iron men's shirts and women's blouses, using only exclusive, high-quality Swiss cotton fabric. The "Blackline" range features shirts with a classic, comfortable fit, while "Redline" shirts have a younger, slimmer cut. The "Silverline" range includes premium quality shirts and blouses in the finest yarns and luxury fabrics offering the ultimate in comfort, while the "Blueline" range features plain, understated men's shirts for leisure wear.

• History

  In 1863 the Hönigsberg brothers invented the semi-stiff collar in patented double fabric and founded the ETERNA company in Vienna. A branch in Passau was opened in 1927 where 20 people were employed in the manufacture of semi-stiff collars. ETERNA was hived off from the Austrian parent company in 1935 and became an independent enterprise. In 1977, "ETERNA Herrenwäschefabrik GmbH" was entered in the companies register. The breakthrough came in 1981 with the introduction of the ETERNA EXCELLENT quality line; a collection of ties followed in the early 1990s, and in 2007 ETERNA EXCELLENT was divided into four product segments, differentiated by fit and target market. In 2011, the focus is on the premium "Dynamic Cotton" range featuring pure cotton with stretch properties. Approximately 270 staff are employed at the Passau head office and another 800 at Banovce in Slovakia.

• Worth knowing

  Since 2000, all ETERNA products have borne the "Oeko-Tex Standard 100 plus" label as certification that they comply with the very highest eco-standard for clothing and textiles.