Where to buy Eterna shirts in London

Summary: At Whistles, 168 Roman Road, Bethnal Green, London, E2 0RY Phone: 020 8981 2044 (Google map)

The Swiss shirtmaker Eterna makes cotton shirts that are non-iron. And they really are. You can wash them at 60 degrees, and then tumble them dry, and somehow they come out of this process as if they had been ironed. I've been using them for ten years and have only worn out one so far.

Searching for these shirts in London on the Internet turned out to be almost impossible. You get at fair number of hits in the UK, but they are all located outside of London, with Surrey being the closest.

But not one to give up, I located the Eterna company's German home page and eventually found a list of resellers in the UK. Only five of these were in London, and one had stopped carrying them and another one only took them in on request. Whistles turned out to be the one store that both carried them and was readily accessible from the Tube.