Eton’s index shirt changes prices as per Nasdaq
- Fashion Featured News
Arushi Sakhuja
- 4 minutes read
Arushi Sakhuja
Eton has roots dating back to 1928 when founder Annie Petterson began sewing shirts for friends and neighbours in Sweden. A lot has changed since then, but one thing hasn’t: a focus on high-quality shirts. The brand came up with the idea for the Index Shirt in response to the current global economy, specifically how economic conditions influences buyer behaviour.
The aptly named Index Shirt will make market watchers out of all of us. If you’re someone who monitors the stock market, Eton’s latest drop is for you. The shirt price will either decrease or increase according to Nasdaq. The cost of the dress shirt will dynamically change every five minutes on trading days in tandem with the Nasdaq composite index with a base price of $280. If stock prices are down, the Index Shirt will be discounted by the amount of the decline, when stocks go up, the shirt follows. The website lists the price and is updated every five minutes on trading days.
Modelled from Eton’s white Signature Twill Shir, the design doesn’t derivate much in terms of design details. Featuring the classic button-downs a few elements like the embroidered icons of the bull and the bear on the placket reiterate the theme of the stock market. It features embroidered symbols of the bull and bear on the front placket. These elements are symbols of optimism and pessimism, reflecting the outlook of the stock market’s highs and lows. The shirt has a timely price that is pegged to the Nasdaq composite index, updating every five minutes on trading days. The bull sits between the collar and the first button and the bear is nestled between the first and second buttons. As a result, the two animals can remain hidden or be shown off on Wall Street.
The shirt is available in four cuts: super-slim, slim, contemporary and classic. It’s 100% cotton with a cutaway collar and a single cuff featuring a mitred angle at the button closure, plus two button holes so you can opt for cufflinks instead. The fabric’s distinct diagonal structure is woven from two-ply yarn spun from extra-long staple cotton that remains sharp throughout the day or night. Featuring a single cuff it is as suitable in the most formal environment as in a casual one and looks smart with or without a suit jacket.
