Eton – one of the world´s premium shirt makers – is a Swedish company with a global audience. They decided to relaunch their brand by becoming a spokesperson for the inclusive and equality oriented ideals of the modern Swedish man, that everyone at the company firmly believed in. And in so doing, taking a stand towards the traditional and stereotyped alpha male icon of fashion, as well as the traditional ideals of how men and women are supposed to act. Ideals and views on gender roles that many individuals of Eton´s core target audience of international businessmen share. As part of a bigger brand relaunch campaign, that asked men to become “A new Gentleman”, Eton placed billboards in Sweden´s major airports, greeting international businessmen and by doing so: welcoming them to the home of the Eton ideals of being a modern gentleman.