Eternal October Salem Cuts the Ribbon on Its New Pop-Up

We grabbed our cameras and headed to the Point this June — and watched Eternal October Salem take a big step. The city’s only Black-owned alternative brand cut the ribbon on its new storefront inside North Shore CDC’s retail pop-up incubator at 104 Lafayette Street. A pink ribbon, oversized scissors, neighbors packed into the mural-covered courtyard, pizza and cold drinks on a purple table — and a whole community showing up to celebrate a small business leveling up. Eternal October is “haunted apparel, art and accessories from Salem” — neon-drenched, blacklight-ready goods for the spooky, stylish, and strange. For founders who’ve built this brand from scratch, a brick-and-mortar of their own is a milestone. Here’s what the day looked like.

What is Eternal October?

Eternal October is Salem’s only Black-owned alternative brand — “haunted apparel, art, and accessories” made for the spooky, stylish, and strange. Think neon-drenched apparel, horror-loving accessories, blacklight-ready designs, and one-of-a-kind collectibles with an artful, elevated twist on spooky culture. It’s the kind of brand that could only really come from Salem. Run by founders with deep roots in horror, wrestling, and 80s/90s nostalgia, Eternal October has grown a loyal following online and at markets — and now it has a storefront to match.

Inside the North Shore CDC pop-up incubator

The new shop sits inside North Shore CDC’s retail pop-up incubator — a program built to give small businesses a low-risk way to test a real storefront. North Shore Community Development Coalition focuses its small-business support on women-, minority-, and immigrant-owned entrepreneurs, offering free one-on-one consulting alongside the incubator space. The shop sits at 104 Lafayette Street, in the heart of Salem’s Point neighborhood — the same blocks that hold the Punto Urban Art Museum’s outdoor murals, which gave the celebration its unmistakable backdrop.

A ribbon cutting in the Point

The celebration spilled from the storefront into the courtyard. Guests posed in front of the Point’s vivid murals, grabbed pizza and drinks from a purple-draped table, and crowded in for the big moment: the pink ribbon, the oversized scissors, and Eternal October Salem officially open for business. The crowd was pure Salem — an easy mix of the alt-and-tattooed and the just-curious, friends and family and neighbors who came out to cheer. For a brand built on community, that turnout was the whole point.

Why this matters for Salem’s creative economy

Here’s what we love about this one: it’s the ecosystem working exactly as it should. A community development coalition lowers the barrier to a storefront. A bold, Black-owned creative brand steps through the door. Neighbors show up to celebrate. That’s how a region builds a creative economy that has room for everyone — not just the businesses that fit the usual mold. Eternal October is part of the Creative Collective community, and watching a member open their own doors is one of our favorite days.

Frequently asked questions

Where is the Eternal October Salem pop-up shop? At 104 Lafayette Street in Salem’s Point neighborhood, inside North Shore CDC’s retail pop-up incubator space.

What does Eternal October sell? Eternal October is Salem’s only Black-owned alternative brand, offering “haunted apparel,” art, and accessories — neon-drenched, blacklight-ready, horror-loving designs and one-of-a-kind collectibles.

What is the North Shore CDC pop-up incubator? It’s a program from North Shore Community Development Coalition that lets small businesses — with a focus on women, minority, and immigrant-owned entrepreneurs — test a real brick-and-mortar storefront with support and consulting.

Where can I shop for Eternal October online? on Instagram at @eternaloctobersalem.

So if you love the spooky, the stylish, and the strange — and you love seeing local businesses grow — stop by the Point and say hello. Eternal October Salem is open, and the Point has never looked better.

About the author: John Andrews is Founder & President of Creative Collective, covering the makers, small businesses, and creative community across Essex County and the North Shore. He was in the Point with a camera the day the ribbon came down.

This story comes from the Creative Collective community — Essex County businesses who believe when we thrive together, our whole region becomes more vibrant. We’re entrepreneurs, creators, and service providers across all industries, collaborating to build the community we want to be part of. If you see your business as more than just commerce — as a way to contribute to our regional ecosystem — you belong here. Discover how to join our community →