From eating meatballs, to getting massages, to representing their vaunted bikini team, Sweden's basically all about stuff you can't do with a nice shirt on. Finally correcting that: Eton's Atmosphere Collection. Just landed at LJ's Ascot Shop, this upscale fully customizable March "Atmosphere" line is the freshest drop from a Swedish shirting co born in 1928 post-recession Scandinavia under the name "Skjortfabriken Special", but later changed to Eton to court the English speaking world, who must think "special" is too pompous or something. The Ascot dudes, most of whom disappointingly sport non-hilarious neckwear, will take your measurements and specs for custom shirts in-store, with options including choice of collar (button-down/ spread/ cut-away), cuffs (barrel/ French/ single), pocket, and fit, which ranges from classic, to contemporary, to slim -- ironically, the opposite of Fatboy. For those lacking creativity/enough shirts, they've got premade numbers like a blue/ red/ yellow checked poplin with single cuffs and an extreme cut-away collar; a louder diagonally striped guy with gold cuffs/ collar and random squares all over; and a minty green high-collared joint dubbed the "Dobby with White Details", though if you know who Dobby is, it's pretty obvious all your details are white. They've also just dropped a few red and blue accessories (also customizable), including embroidered ties, and a pair of cufflinks with a square inside a larger square -- also an awkward fumbling act done by two people who keep their shirts on.