Tianna Williams is the Editorial Executive at Wallpaper*. Before joining the team in 2023, she has contributed to BBC Wales, SurfGirl Magazine, and Parisian Vibe, with work spanning from social media content creation to editorial. Now, her role covers writing across varying content pillars for Wallpaper*.
Eton’s ‘White Signature Twill Shirt’, which the brand now promises to replace should your luggage get lost (availableWatching one sad, neglected suitcase do another slow, ambling loop on the airport conveyor belt while patiently and hopefully waiting for your own to magically appear through the shielded black curtains is not a fun scenario to find yourself in. What is worse is the stomach-sinking realisation that your luggage and personal belongings have gone astray.
While your bags may not be recovered, Eton, the historic Swedish menswear fashion brand, has decided to put together an initiative to ease the frustration of lost luggage and the accompanying hindrance to personal style. ‘The Phoenix Service’ is a free lifetime travel insurance for a wardrobe staple – Eton’s ‘White Signature Twill Shirt’ – ensuring that should your bag go missing, your Eton shirt will be replaced.
To use ‘The Phoenix Service’ is quite simple. First, purchase a ‘White Signature Twill Shirt’, whereby proof of insurance will be emailed. When this shirt is confirmed to be lost by the airline, a brand new one will be sent across.David Thörewik, the CEO of Eton, says his own travel frustrations inspired the new insurance policy.
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