After a successful run with a pop-up shop in the Hamptons last summer, Tony Melillo was convinced ATM’s relaxed elegance had a place on the East End.
“Being that you’re in an elevated environment like the Hamptons and you throw in the fact that you’re opening during the summer season, you get a real crowd that wants that easy relaxed elegant lifestyle dressing,” he said. “That’s what we do; our theme is that, our DNA is that.”
ATM, a luxurious casual wear line founded in 2012, opened its Hamptons store Memorial Day Weekend, three months after the first brick and mortar location launched in Manhattan. The store brings ATM’s fit and feel focus front and center with core pieces like sweats and the brand’s famous t-shirts worn by celebrities like Jessica Alba and Zac Efron.
But what makes the ATM stores special is the slew of exclusives customers won’t find at the department stores selling the brand. That includes the newly launched ATM shoe collection. The men and women sneakers come in two styles: slip on and lace-up. There’s also four different fabrics to choose but only 50 pairs of each color in stock.
“It’s nice to give a little bit of exclusivity and continue to add on per season,” Melillo said.
The exclusivity continues with the camouflage and hand-painted lines, which revamp some of the brand’s bestsellers. A popular zip up hoodie perfect for a breezy night will be available in a camouflage print. And t-shirts will have raw finished hems with splattered paint done by hand. To cater to the beach vibe of the Hamptons, the store will also carry dresses and coverups made of cotton gauze.
Melillo emphasized his excitement about showing customers ATM’s aesthetic something that truly shines through the stores. (Plans for a Los Angeles location is also in the works.) Aside from the clothes, this also seeps through the architecture. The 1200-square-foot Hamptons store has white oak wood trimmings, black paint throughout and a 6by6 ottoman made of black denim. (The latter is also for sale!)
“It’s really important to get the brand DNA across and we have a very visual vibe of what we consider our brand DNA,” Melillo said. “We did it on Bleeker Street and we are repeating it with this Hamptons store.”