Dive Brief:
- California lifestyle brand Aviator Nation has opened its first permanent retail location on the East Coast with the launch of a unit in East Hampton, New York, per details emailed to Retail Dive. The store is its 17th nationwide, with locations coming soon in New York City and Nashville, Tennessee.
- The 2,600-square-foot store, located at 87 Main Street, opened on Friday and comes on the heels of a two-week pop-up shop in New York City during December of last year.
- To mark the opening of its first East Coast store, founder Paige Mycoskie has designed murals for the shop that are unique to the East Hampton area.
Dive Insight:
Founded out of Mycoskie’s garage in Southern California in 2006, Aviator Nation now has close to 20 retail locations nationwide, with most being in California. Additional locations include Las Vegas; Austin, Texas; Haleiwa, Hawaii; and Vail and Aspen in Colorado. The company operates the Dreamland event space and music venue in Malibu, California, and the Ride Fitness Studio in Santa Monica, California.
“Aviator Nation is no stranger to the Hamptons,” said Mycoskie in an email. “This is just our first official permanent spot there!”
The retailer held pop-ups at the Surf Lodge in the past. Aviator Nation sells casual lifestyle clothing for men, women and children, with unisex styles designed to have a worn-in and vintage feel. The brand is an 85% direct-to-consumer business, but also sells wholesale through partners like Bloomingdales, Saks Fifth Avenue and Nordstrom.
"The Hamptons lifestyle is definitely an Aviator Nation lifestyle and I hope we will become the new go-to comfy set for all the locals and visitors out there,” said Mycoskie. “I’m confident everyone is going to love what we bring to that store — including styles that are exclusive to the Hamptons shop and fun collabs, like our most recent one with Funboy."
Aviator Nation has expanded its co-branded collections, which include partnerships with artists like John Mayer and brands including SoulCycle, Gibson Guitar, Honda and SXSW.
