Southampton - There is a new player on Main Street and it has got style, panache and color, a whole lot of bright, bold color. Vineyard Vines opened their first Hamptons store and loyal fans of this label could not be happier.

Brothers Shep and Ian Murray left their NYC corporate jobs and founded Vineyard Vines in 1998.

Located at 35 Main Street, the Southampton store represents the ninth location of this popular resort line of preppy, comfortable clothing for men, women and children. They also have three outlet locations and lines at various retailers up and down the East Coast, and as far west as Texas.

Lauren has its polo pony, Lacoste the alligator and at Vineyard Vines it is the whale. The Vineyard refers to Martha's Vineyard were Shep and Ian, the brothers Murray, started their business and the Vines refers to their first product line, brightly colored American made ties in unique designs. In the beginning the brothers sold their ties out of backpacks in bars, on docks and at the beaches before expanding into a full line of clothing and accessories and opening up their first store. Leaving their NYC corporate jobs in 1998, Ian states, "We started making neckties so we didn't have to wear them."

Limiting my commentary to their men's line, the clothes are well crafted and comfortably casual. For the most part the clothes are meant for play - not work, but they do have a fine line of bow ties, dress shirts and, yes, cummerbunds. Of course, the vines, I mean ties, are appropriate for any suit or blazer combination. Speaking of blazers, they offer a classic navy one with a signature lining that would give Brooks Brothers and Ralph Lauren a run for their money.

On an overcast day one could walk in and definitely get an attitude adjustment thanks to the vivid color palette and charming, nautical accouterments.

There are, of course, swim trunks, shorts and slacks from khaki to colorful. They offer several lines of polo shirts in about three dozen colors and striped combinations. I prefer the classic pique polo, but they also offer a collegiate fit with a slimmer silhouette. Vineyard Vines has a fine selection of canvas belts, including MLB and NFL logo belts and also offer ties with team logo designs along with a college collection. There is lounge wear, outerwear and even underwear in the form of very colorful boxers. The store also offers accessories like flip flops, sunglasses, cufflinks and hats.

Although open for almost two weeks, Vineyard Vines threw a grand opening party last Wednesday with live island music by James Allen Smith and Otis Williams. There were delicious hors d'oeuvres by Muse Restaurant of Water Mill along with beer, wine, water and juices. All the guests were treated to complimentary baseball hats that were specially designed for the new store with the longitude and latitude of Southampton embroidered across the front.

Loyal Vineyard Vines customers Serge and Peter Derby of Bridgehampton.

The shop is absolutely stunning with eye catching ambiance, perfect lighting and a surfboard lined ceiling. Frankly, on an overcast day one could walk in and definitely get an attitude adjustment thanks to the vivid color palette and charming, nautical accouterments.

The foot traffic has been heavy since opening day, but the store was virtually packed for the grand opening party with loyal Hampton customers who are familiar with the line from the New England, DC and Memphis stores or are online shoppers. All were thrilled to now have a location available to them in the East End. One such Vineyard Vines fan was Bridgehampton summer resident Peter Derby at the grand opening with his son Serge who told me, "We are so thrilled that Vineyard Vines is here. It such a fantastic store and it is such a great experience wearing their clothes. They have stores in Connecticut where we live and the convenience of having it here for the summer is just great."

Also in attendance were the founding brothers who spoke with me about their customer driven business model as the reason for opening the new store. As described by Shep, "We've built our business by listening to our customers and through our call center and at our other stores everybody was telling us that we needed to put a store in the Hamptons. The customers are a huge part of our business and we want to give them what they want." Ian continued, "As we were setting up the store we put the pink whale sign in the window and so many people stopped in and told us how happy they were that they would now have a Vineyards Vines in the Hamptons."

The grand opening party featured live music, hors d'oeuvres, wine, beer and juices.

Regarding their inspiration Ian told me it is pretty subjective, "We always thought that we made clothes that we want to wear, that we feel comfortable in doing the things we love to do whether it's playing golf, sailing the boat, walking around town or going to the beach. We feel if we are passionate about our clothes, other people will be too and so far it has worked."

Another big part of their business model has to do with giving back to the communities they serve, "Giving back to the community is a huge part of what we do," Shep told me and actually inquired about some local charitable causes. As they are already active in support of the Waterkeeper Alliance, I suggested the Peconic Baykeeper.

The staff is friendly and informed and all told me that Vineyard Vines is a particularly employee friendly and empowering company to work for and the point is driven home by their infectious exuberance. The Southampton store is run by General Manager Joe Maioriello who is gracious, charming and a real retail professional.

Vineyard Vines definitely has a line of apparel that reflects classic Hamptons style and taste. The store is beautiful, the staff friendly and the location is perfect. Vineyard Vines has found a home in the Hamptons and is obviously here to stay.

For more information go to www.vineyardvines.com.