Mingle and Swedish delicacies at Eton

For the first time since Eton Shirts established its new store on New York's Madison Avenue, they invited their customers to join in a Fashion's Night Out celebration. 

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  “Our regular customers often work in the neighborhood. There are many businessmen and lawyers around here“, said Sara Ölmebäck, PR and Marketing Coordinator for Eton US.

• Fashion enthusiasts gathered to shop, mingle or just enjoy Scandinavian refreshments.

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  You could sip on a Swedish style cocktail - made with Aquavit’s homemade liquor and lemonade topped with firneedle.

• “I’m surprised and pleased. I didn't expect so many people here. It's a mix of our regular customers and just people who randomly walked by. Also, we invited many of our Swedish friends because it's a great way to get together and have a fun night," said Sara Ölmebäck, PR and Marketing Coordinator for Eton U.S..

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  The Eton store was crowded with local customers, Swedish friends and the occasional Fashion's Night Out strollers.

• More information on the Swedissh shirt maker, see Eton Shirts

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  Eton opened the MAdison Avenue store in November last year. The story of Eton began in Gånghester in Sweden in 1928 and has since expanded, and is today established in Europe and North America.

• Fashion's Night Out started in 2009 in New York by Vouge. At the time it was a celebrity-studded way to lure shoppers into stores during the recession. Now it's one of the biggest global shopping parties.
  Eton is located in an area where bigger brands like Sephora, H&M and Saks mostly absorb the shopper’s major attention, though; despite the night’s keen competition the small store was crowded.

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  The shirt company recently received the 2011 Fashion Export Award at the Swedish fashion gala.