When the Great Depression forced her husband David to close down the family sawmill, he joined his wife's quickly growing business.

In the mid-1950s, export started to Great Britain but since Skjortfabriken Special was difficult to pronounce for non-Swedes, "Eton" was adopted as the company name.

At the beginning of 2019, Eton announced that Hans Davidson, after more than 30 years as acting CEO, would step down and hand over the role to David Thörewik, former managing director at Weekday, one of the independent brands in the H&M group.

It is represented by more than 1500 resellers as of 2018, including department stores Harrods, Selfridges, Nordstrom, Saks Fifth Avenue, Neiman Marcus, Harry Rosen Inc, Le Bon Marché, El Corte Inglés, La Rinascente and KaDeWe.

Besides its Gånghester headquarters, Eton has offices in Stockholm, Düsseldorf, Cantù, London, New York, and Atlanta.