ETON SHIRTS CELEBRATES THE OPENING OF THEIR FLAGSHIP STORE IN THE HEART OF MAYFAIR

Renowned shirt maker Eton of Sweden celebrated the opening of their first flagship store on South Molton Street in London’s Mayfair where guests packed the elegant converted Georgian townhouse at a crossroads of fashion and history.

Successful model and popular DJ Jack Guinness was keeping everyone entertained with his live music set, whilst guests enjoyed Moet and Chandon Brut Imperial Champagne as they browsed the Spring Summer 2013 collection. Travelling from Sweden for the celebration were Eton President – and grandson of the founders – Hans Davidson along with Eton Creative Manager Sebastian Dollinger and Senior Advisor, Jan Borghardt.

Distinguished guests included the Ferry brothers – Tara and Otis, up and coming British actor, Finn Jones came to celebrate the opening along with fellow actors Thomas Turgoose, Ed Stoppard and TV Presenter Will Best and singer songwriter Alex Vargas. Guests wore a selection of shirts from ETON of Sweden’s trademark red or green label shirt lines.

A great time was had among those gathered to raise a glass and say “skål” to the beautiful store, the great shirts and their history.