East Hampton - Although they officially opened their doors back in March, the brand new Tommy Hilfiger store at 69 Main Street in East Hampton has hit the ground running as the summer season begins in earnest.

East Hampton dressing is about Americana according to Tommy Hilifiger.

According to Mr. Hilfiger in an e-mail interview last week, opening a store in East Hampton was a perfect fit for his brand. "East Hampton dressing is about Americana; it's fun yet sophisticated. Our new store embodies the brand's philosophy of democratic dressing, offering a full range of men's and women's collections and accessories." Continuing Hilfiger stated "The new East Hampton store is our 10th freestanding location in the United States and reflects our brand's commitment to providing our customers with the complete Tommy Hilfiger lifestyle."

To that end, the Tommy Hilfiger clothing line will be offering a new collection called "Hamptons Bohemia" that will only be offered in the East Hampton outpost. The collection, which features a selection of items inspired by the nautical character of the Hamptons, consists of items such as lobster prints and cricket sweaters. Men's and women's lines will include a mix of U.S. and European sportswear, with men's also having tailored pieces, and for women the runway collection and swimwear.

The store offers "classic yet fun style."

Accessories, including bags, hats, sunglasses, watches, intimates, scarves, jewelry and footwear, are also available.

As with most stores that open a location in the Hamptons, the 1,850 square foot retail space has been decorated in keeping with a style befitting both the Hilfiger name and the traditional accents of East Hampton. According to a release, the interior is described as "traditional-meets-modern" with walls accented in leather and walnut paneling decorated with antique brass fixtures. Persian rugs are overlaid on a herringbone oak floor, while aged leather and linen seating offer a stylish place to sit while waiting for a shopping companion to emerge from the dressing rooms. Rounding out the space are "accents such as a vintage Venini chandelier, Paul McCobb midcentury étagère, an original 23-foot walnut slab table, and original posters, available for sale, are throughout the store while the façade, a white brick exterior with awnings and brass lettering, pays homage to its Hamptons surroundings," says the company.

Hilfiger notes that the lifestyle of the Hamptons has always been an aspect that he has incorporated in his clothing lines and that he couldn't be happier to finally have a location out east. "The Hamptons reflects Americana in its classic yet fun style, which is the inspiration for my designs and brand philosophy. We designed the store to blend seamlessly with its landscape, from the colors to the product mix. We feel that this is the right location at the right time, and I'm thrilled we now have a location that caters to both the local customer and tourist in the Hamptons."

The 1,850 square foot retail space has been decorated in keeping with a style befitting both the Hilfiger name and the traditional accents of East Hampton.

From what we've heard on the streets, his customers are equally pleased.

The Tommy Hilfiger Store will be open year-round with reduced hours in the off season. Be on the lookout for announcements of in-store shopping and promotional events this summer.