Steve Hardy, a Vineyard Vines customer, topped with the store's whale hat Durell Godfrey
It made sense when Vineyard Vines, a shop known for preppy apparel, opened in Southampton, land of the Bathing Corp., Meadow Club, and assorted world class golf courses. Having just opened a pop-up store on Main Street in East Hampton Village, the jury is still out on how well it will do in the burgh that is home more to Hollywood types and artists than socialites.
The Stamford, Conn. chain, with outlets from Alabama to Nantucket, is known for such goods as whale-emblazoned ties, checked pants, nautically themed belts sporting signal flags, and shirts with anchors. It brings surprisingly affordable prices to a village known for ultra high-end retail flagships. A polka-dot women’s crewneck sweater sells for $98; flipflops start as low as $39.50.