We created the Eton Express: A door to door premium shirt express service. The Eton Express offered a brand new, pressed shirt, personally delivered within the hour. Basically as simple as hailing an Uber – and with a minimal fee. Any lawyer, banker or general suit in Stockholm could now feel the sensation of being liberated of their stain fear. One click, one shirt – no stains ­– as simple as that.

The Eton brand stands for innovation and craftsmanship which is why we wanted the service to be as simple and straight forward as possible. Eton Express gave our target group a function far beyond the expected of a shirt brand, showing our deep understanding for the everyday professional life. The communication was as basic as the service, focusing on eliminating stains, for a better professional life. To launch the service, we started off with an open letter in the biggest newspaper, offering the “soon to be married” Prince of Sweden an express delivered shirt for his wedding, in case he stained the one he wore. In the next phase, we showed many variations of the possible accidents that could put you in need of the service, in both magazines and social media. And most importantly, we started to deliver the shirts to businessmen in need of a quick stain relief

The result of the Eton Express surpassed our expectations by far. The sales for the Eton Flagship store increased by no less 31% during the campaign period. A professional life without stains turned out to be a bigger need then we could have ever predicted.

Eton Express - one click, one shirt, no stains, as simple as that.