Southampton - Atlantis WeatherGear, based in the sailing town of Marblehead, MA, unveiled their new flagship store at 50 Jobs Lane in the heart of Southampton.

Atlantis' presence in the Hamptons represents a kind of "homecoming" for the brand as Atlantis was based in Sag Harbor until 1985. The brand was purchased by the current owners, a group of passionate sailors from Marblehead in 2007. Since then, Atlantis has re-established itself as a premiere coastal lifestyle brand with a line of apparel that covers the range from a day on the water to an evening on the town.

The new store will offer a mix of performance sailing apparel and sailing-inspired sportswear and accessories geared to help enthusiasts enjoy life on and around the water.

"This store is something we've been thinking about since we first re-launched the Atlantis brand in 2007," Atlantis' president, Chaz Bertrand said, "The space is perfect for what we want to do, and we're looking forward to creating a great coastal lifestyle experience for our customers there."

Atlantis is partnering with Hamptons resident Elliot Rabin, proprietor of three specialty shops in Manhattan, Peter Elliot Men, Peter Elliot Women and Peter Elliot Blue.

The new store will offer a mix of performance sailing apparel and sailing-inspired sportswear and accessories.

"I've been a fan of the Atlantis brand since we started selling it in New York in the mid 1980s" said Rabin. "These guys have come up with the perfect blend of performance and style, and we think the product reflects quality, integrity and great DNA. We hope we convey that in our new shop. From the Peter Elliot perspective, we feel we can see a great young authentic sportswear company that we hope to assist in developing."

Store hours will be Monday through Saturday from 10:30 a.m. to 7 p.m. and Sundays from 11 a.m. to 6 p.m.

About Atlantis WeatherGear
Atlantis WeatherGear produces performance apparel and sportswear for all of the things active people do on and around the water. We are passionate sailors, and our designs incorporate our unique combination of no-compromise performance and style inspired by decades of sailing experience and close collaboration with some of the best sailors in the world, including the U.S. Sailing Team for whom Atlantis is the Official Apparel Provider and a proud Gold Partner.

About Peter Elliot
Peter Elliot first opened their doors on New York's Upper East Side in May of 1977, and have been in their present location at 1070 Madison Avenue for over 20 years. Peter Elliot LLC, Peter Elliot Women and Peter Elliot Blue are all part of the Peter Elliot Group of retail and wholesale establishments. According to Peter Elliot founder Elliot Rabin, "We hope to always deliver timeless elegance with a whimsical mood."

For more information go to www.atlantisweathergear.com.