Eton launches Style Carousel – a unique fashion experience

Pressmeddelande   •   Apr 28, 2016 11:42 CEST

Earlier this month, Eton Style Carousel was unveiled at Sweden’s most prestigious department store, Nordiska Kompaniet. During one week it made a huge success when thousands of visitors took their style for a spin. Now Eton is making the unique experience accessible from anywhere in the world through a digital campaign, launching April 25 at

– In the physical retail space the Eton Style Carousel proved to be a bigger success than we had ever hoped for. We are now very excited to be able to bring the experience to the entire world through the digital campaign, says Johan Falk, Global Marketing Director at Eton.

Eton Style Carousel is an interactive installation where traditional Swedish craftsmanship meets creative technology. The physical machine is built in ash wood and polished brass to display the product, alongside innovative technology to control it. The playful experience offers an intriguing interaction between product and customer.

The online experience allows users to seamlessly interact with the machine, and if luck is on their side, win new shirts. Besides displaying a curated selection of shirts, including everything from soft floral prints and linen to business styles and denims, the site gives an insight on how the actual installation was created.

– The Style Carousel brings together two of Eton’s most inherent strengths; innovation and diversity in our wide range of premium shirts. I hope that our global audience will perceive this initiative as a rewarding, fun and an unexpected experience, says Johan Falk.

The digital campaign is up and spinning at during April 25 to May 15.

Eton har sytt skjortor sedan 1928 och vårt huvudkontor och originalfabrik ligger fortfarande i Gånghester utanför Borås, samma plats som vår allra första skjorta en gång syddes. Formade av svenskt hantverk, finns vi idag representerade på 49 marknader i några av världens mest exklusiva butiker. Vi arbetar nära väverier och spinnerier i framkant för att skapa skjortor och accessoarer med kompromisslös kvalité och unika egenskaper. Varje säsong tar vi fram fyra olika kollektioner och ett brett sortiment accessoarer.