New Eton flagship store in New York.

Sebastian Dollinger of Eton with New York Rangers' Henrik Lundqvist. Eton shirt makers, the Swedish family owned corporation with a history going back to 1928 opened its new flagship store on Madison Avenue on Dec. 13. 

• 

  Hans Davidson, CEO: “My paternal grandparents started this business back in 1928, in their kitchen so it’s nice that it’s still around and that it’s still in the family. The shirts are of excellent quality, made with a high-tech process where the fibers in the fabric are split in several directions so you don’t ever have to iron them. We’re very excited about the New York venture, and are soon to open in Montreal as well.”

• The grand opening was a winter celebration, complete with a Swedish Lucia and one of the fine shirt makers' more illustrious local users—Henrik "Henke" Lundqvist, goalie for the New York Rangers.
  The store, located at 625 Madison Avenue (bet 58 and 59 Streets) is sure to become a Mecca for the trendy and quality conscious, sometimes finicky Manhattanites. More info, see www.etonshirts.com