Beach Boys

Varvatos and Cucinelli summer in the Hamptons

May 23, 2007—Following new stores from James Perse in NYC and Diesel in L.A., the men's boutique boom continues apace with two notable—and highly divergent—openings in East Hampton. For his new 1,800-square-foot space, above, which is filled with vinyl records, vintage photographs, and mid-century lighting and furniture, John Varvatos took what he calls an "anti-designer" approach. "I've been collecting on my travels for the last four or five months, going to flea markets," he says. "I found pieces I'd want in my home—but they're going to be holding clothing, and other than the cash register, everything's for sale." While the space will host regular gigs and parties on Saturday nights—including an August 4 bash for shutterbug Bob Gruen—it will also be open by appointment at the very un-rock-'n'-roll hour of 7:30 a.m. "People used to come and hang out in my original store in SoHo," Varvatos explains. "So every Saturday or Sunday, we'll have stacks and stacks of New York Timeses—come in and pick one up, we're giving them away, and we'll have coffee and true breakfast for people."

Down the street, Italian cashmere king Brunello Cucinelli is taking a more subdued approach for his new emporium, which is slated to open tomorrow. Black-and-white photos from Cucinelli's hometown of Solomeo, Italy, hang from the walls, and decor is mostly white-on-white. In addition to offering Cucinelli's signature knits, the shop will also be the first American outlet to sell the brand's new home collection. As for breakfast, you're on your own.

John Varvatos East Hampton, 54 Newtown Lane, (631) 324-4440, www.johnvarvatos.com; Brunello Cucinelli, 39 Newtown Lane, (631) 324-3400, www.brunellocucinelli.it