This Classic White Shirt’s Price Rises And Falls With The Stock Market

Swedish men’s fashion brand Eton is opting for fiscal over fashion trends with the ‘Index Shirt’, which has a price tag influenced by Nasdaq readings.

The shirt in question is your standard white button-down synonymous with practically every financier on Wall Street, save for a price that changes dynamically every five minutes on trading days.
 

It starts with a base price of US$280 and will either decrease or increase in cost alongside the percentage loss or gain of the composite index. So, depending on when you’re out on the trading floor, you might be in for some good shares and good shirts.

The brand’s White Signature Twill serves as inspiration for the shirt. As a nod to the finance industry, on its placket sits an embroidered bull between the collar and first button and a bear between the first and second buttons.

The animals represent the optimism and pessimism of the stock market, as well as the turbulent nature of the trading floor. Depending on the wearer, it can be shown off proudly or tucked away.

Eton notes that the Index Shirt first came about in response to how economic conditions influence buyer behavior. “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 is now available exclusively online.
 
 
 
[via Eton]