CITYist

Cynthia Rowley is setting up shop in the Hamptons this summer—but you might not be able to tell. The womenswear designer’s store will be marked by a neon blue sign stating, simply, Shop. At 696 Montauk Highway, the boutique is right near the Memory Motel (where it will be hosting a concert series) and will provide Cynthia Rowley’s complete line, as well as, luckily, the mod surf wear line for Roxy. And the brand is certainly sticking with a theme: all items come in a bag screened with a retro print evoking Mad Men-style advertising as well as the laid back beach vibe of Montauk. The inconspicuous shop’s exterior intends to blend in with this aesthetic as well—though we have a feeling the clothes might make you stand out.