FrontRunners: Tall Order

When the 80-year-old Swedish shirtmaker Eton (www.etonshirts.com) opened its first U.S. store earlier this year, at New York’s Plaza Hotel, it offered some big men immediate gratification: The brand offers shirts with 20-inch necks and extra-long arms—sizes that usually have to be custom-made. Eton carries 30 fabric prints in its store and has 200 other prints that can be delivered within a week of ordering. Prices range from $230 for a wrinkle-free shirt to $415 for a Sea Island cotton shirt. If, despite the variety of sizes, you require a custom shirt, Eton also offers a made-to-measure model that takes four to six weeks to deliver.

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