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Dark, edgy, super-urban Oak might not be the first New York boutique that comes to mind when you think of summer by the sea. It might not even be the first Bond Street boutique—Billy Reid's Southern-fried prep and Rogan's haute surfer gear both seem a lot beachier. But Oak's owners know that the Fire Island summer crowd include tanned versions of the pale waifs who shop at their stores during the winter, so they're launching a pop-up at the Pines this spring.
"I think people will actually be slightly surprised at how we do the Pines," says co-owner Louis Terline. "I don’t think it’s as antithetical to our ethos as everyone thinks it is." The store will carry classic Oak brands like Acne, Rick Owens, and Alexander Wang, as well as Comme des Garçons fragrances and wallets and hostess gifts like candles and beach towels. It will open this May and last through the entire summer season, shuttering when the island begins to empty out in September.
· Oak [Official Site]