If you like us have been gripped by the addictive new US series Revenge, you would have heard plenty about Montauk. Jutting out into the Atlantic, Montauk is the hippest address in the Hamptons – the ridiculously glamorous collection of seaside towns where America’s rich and famous come to catch some rays and pose on their private beaches.
With the summer season in full swing, Topshop decided that Montaukers needed a heavy dose of cool Brit fashion – aside from JCrew, the Hamptons shopping scene is beyond preppy. So where better to open a pop up store than Montauk’s most famous spot, The Surf Lodge. Bringing together a music venue, seriously cool beach bar, top-level eatery and hotel, The Surf Lodge has become synonymous with the ‘Hampsters’ aka the Hamptons’ hipster brigade.
So what do Montauk’s cool kids think about our high street treasure? Zoe Brill, a NY based interior designer says, “When Topshop came to New York it was like a dream come true! We all used to love buying Topshop in the UK so it was the best when it came here! Lindsay, a freelance PR agrees “We LOVE English fashion its just so cool! But we never go to Topshop in New York because its always so crazy busy, so its so great to find them here in Montauk. And its such great value - I mean I just bought the cutest tank top for $30!”
On the differences between the New York and Brit customer, Topshop’s Personal Shopping Manager Sarah Haymes says we’d be surprised about what sells this side of the pond. “American taste is a lot more conservative than that of the British Topshop customer. Topshop is a destination here so people buy so much volume at once, literally piles and piles of clothes – its very different from the weekly Topshop hit that girls in the UK are used to. British girls are also really style conscious and mix and match their clothes whereas in America, customers buy outfits – they don’t really do that Topshop thing of eclectic pairings of colours and prints.”
And what about Montauk style? “Montauk is quintessentially beachy – that super laidback surfer girl who always has an amazing tan and can work a simple summer dress and amazing sandals. Jewellery is also really important –long chains, super-fine rings, subtle but super cool.” We don’t know about you but we are starting to develop a pretty serious style crush on Montauk’s surf girls!