• by Craig Martin
  • Oct 15, 2025

Eterna Shirt Co. The BEST shirt is the BEST kept secret

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During our Brand Showcase between November 11th and November 15th, we will be featuring Eterna Dress and Sport Shirts. We will have their full catalog and fitters to find your perfect fit and fabric. Best yet, these shirts are made of high quality fabrics, offer classic and timeless styles, and are easy care wash and wrinkle free. Read more about Eterna's long history in Europe. We are excited to introduce this heritage and cutting edge brand to you. 


The name "Eterna" – Latin for "eternal" – is meant to express longevity.

To this day, this innovative spirit is nourished by an unwavering commitment to creating fashion with added value, by an internal commitment to acting sustainably towards humans and nature, and by the ability to view setbacks as opportunities that propel us forward.

In difficult times, ETERNA hasn‘t just figuratively ”made the best of it,“ but objectively developed better products than what was previously available on the market.

1863

Eterna is founded in Vienna.

Bernhard Hönigsberg founded his company in Vienna.

1882

An Innovative Collar

The Hönigsberg brothers file their first patent for an innovative collar. They have invented a technique that allows the wearer to adjust their collar size using special seams at the shoulders and collar.

1923

“Without starch. No wrinkles. Indefinitely durable. Always elegant.”

Robert Hönigsberg invents the semi-stiff collar. Elaborately crafted from a special double fabric, this collar is considered exceptionally easy to care for and nearly indestructible.

1925

Legal Protection

Thanks to the success of the semi-stiff collar. In 1925, Robert Hönigsberg has the brand Eterna legally protected in Germany.

1957

Optimizing Standard Sizes

The in-house advertising department launches a campaign asking customers to write down their body measurements and ideas for improving shirts on a small questionnaire. The measurements provide new data for optimizing standard sizes.

1972

A New Collection for Women

22 years after the first attempt to establish blouses in the market, Eterna launches a new collection for women. Inspired by men’s shirts, the new models sell well and immediately account for up to 20 percent of the total production.

1981

The Excellent Shirt

Eterna developed the Excellent Shirt, the first wrinkle-free pure cotton shirt—an innovative product that garnered attention in the industry and quickly gained significant demand.

2000

Oeko-Tex Standard

Eterna becomes the world‘s first clothing company to receive the Oeko-Tex Standard 100 plus certificate. This certification covers the entire production chain of the Excellent program, from Swiss weavers and finishers to assembly in Germany, Austria, and Slovakia, all the way to the logistics department in Passau.

2009

 

Eterna is another brand that QG has curated to make it fun and easy to look your best so your can focus on your success.


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