Eton Shirts

The Index Shirt

Agency: Valtech Radon


Eton Shirts and Valtech Radon want to raise brand awareness in the American market and inspire people to dress sharply despite market situations by creating a limited-edition Index Shirt with a price connected to the NASDAQ Index.

In light of the recent fluctuating markets, Eton Shirts and Valtech Radon have developed The Index Shirt, an exclusive custom-made limited-edition shirt with a dynamic price that is updated every five minutes on trading days.

“The Index Shirt is an innovative and conceptual product inspired by our customers’ explicit sense of trends, which becomes highly relevant during these times where everything is about making the right decision at the right time.” says Janelle Hallberg, Brand & Communications Director at Eton Shirts.

The shirt also features embroidered symbols of the bull and the bear – well-known symbols of optimism and pessimism, reflecting the stock market's outlook for highs and lows.

“I’m rarely seen in a shirt, but I have extensive experience making marginal loss trading in the world’s stock exchanges. Now, I hope more people will discover the thrill of trading a brand new Eton shirt.” says Petter Rudwall, Creative Director at Valtech Radon.

A limited-edition of The Index Shirt will be available from November 16, 2022, exclusively online.

This professional campaign titled 'The Index Shirt' was published in United States in November, 2022. It was created for the brand: Eton Shirts, by ad agency: Valtech Radon. This Integrated medium campaign is related to the Fashion industry and contains 1 media asset. It was submitted over 1 year ago.


Agency: Valtech Radon
Client: Eton
DoP/Stills: Axel Pettersson
First Assistant Camera: Johan Viberg
Gaffer: Peter Övergård
MUA Stylist: Emelie Ödman
PA: Nico O’Konor
Retouch: Niklas Axelsson


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.