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Design and development
Every journey begins with an idea
ETERNA’s high standards of quality apply to the same degree to our products, raw materials, suppliers, employees and partners. Our tradition dates back to 1863: innovative spirit has been an integral part of our success since our founding years.

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1880Shirt with alterable collar breadthThe technical innovation of a shirt with an alterable collar breadth, close to the concept of a tailored shirt, was registered for patent by the founders of ETERNA, the Hönigsberg brothers, in 1880.
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1923Invention of the semi-rigid collarIn 1923, the semi-rigid collar was produced using a special two-ply fabric that is easy to maintain and virtually indestructible.
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1936ETERNA Wunder (miracle)A shirt collar whose upper fabric layer could be removed when worn out revolutionised men’s fashion in 1936.
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1964ETERNA Superfein (super-fine)Despite the density of the fabric in the ‘ETERNA Superfein’ shirt, newly developed in 1964, the product was particularly breathable, providing even better wearing comfort.
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1981The EXCELLENT shirtArticle 1100, the ‘EXCELLENT shirt’, is made of pure cotton and yet non-iron – a characteristic that previously only applied to polyester. This exclusive innovation established the ‘swiss+cotton’ label.
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2003Anti-odour finishesLaborious research generated a new form of fabric finish: the new intelligent textiles for shirts and blouses do not absorb cigarette smoke, food vapours or sweat odour.
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2011Dynamic CottonA world-exclusive new product from ETERNA caused a sensation in the textile sector: a pure cotton fabric with exceptional elasticity heralded a new era in wearing comfort.
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2014Stretch Non Iron – a world firstETERNA continued its tradition of innovative spirit in 2014. With the Stretch Non Iron range, shirts that combined perfect wearing comfort with convenient care characteristics entered the market for the first time. Once again, ETERNA proved itself as a pioneer.
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2016Pima cottonETERNA has been using extra-fine Pima cotton since 2016. Pima cotton comes from Peru or California, and is extremely soft, durable and resistant to matting.
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2016Aloe Vera Silk TouchSoft against the skin, calming, cooling and non-crease: blouses with the Silk Touch aloe vera finish combine all these properties. Silk Touch is a market-first for women with sensitive skin.
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2016Print Non-IronETERNA launched the first ever print shirt with non-iron properties onto the market in October 2016. Up until then, print shirts could not be made crease-free.