Just in time for Memorial Day weekend, here is another sign that Montauk is now officially the satellite Hampton: Cynthia Rowley is opening a shop at 696 Montauk Highway this weekend, next door to the Memory Motel. In deference to the context, the shop will try blend in—there will be no Cynthia Rowley logos or larges signs—just a blue neon sign reading, “Shop.”
The merchandise in the “Shop” will also be curated to fit the area. In addition to ready-to-wear, shoes and handbags, there will be wetsuits, swimwear, Meyerhoffer surfboards and home and garden tools, all designed by Cynthia.
So now, after you awake at Sole East, have yourself a brunch and a dance party at the Surf Lodge, and have a Yachtini at Andrew Farkas’ Montauk Yacht Club, the next logical stop is Ms. Rowley’s shop. After all, when Sole East opened last summer, the advertising campaign showed a woman lying on her side, her hip jutting out and the slogan: “The Hip New Montauk.”