As we move out of what has been an unnaturally temperate east coast winter, a new boutique is opening up to the streets of NoLIta ready to satisfy New Yorkers’ summer clothing needs.
Warm, a small shop opened last month by surfer couple Winnie Beattie and Rob Magnotta, stays true to its name, selling clothes intended for warm weather and offering its customers a calm, welcoming atmosphere to match. Beattie describes the vibe as “dirty French girl meets Southern California surfer,” and the store certainly lives up to this claim.
Walking through the door, I was instantly greeted by a heavy, though not unpleasant, perfume in the air and an almost-humid atmosphere. Initially it hit me as trying a little too hard, but after a few minutes looking at sandals and listening to the reggae remix of Ace of Base’s “Don’t Turn Around,” I began to get into the laid-back beach mood. Though the store clerk was on the phone when I walked in, she greeted me with a completely unnecessary “I hope it isn’t too messy for you!” and made pleasant conversation with me as I browsed after she hung up.
Looking through the racks, one can find pastel tank tops, cutoff jean shorts, beaded maxi dresses, and all sorts of beach attire meant to be worn with a tan and messy sun-bleached hair.
Most of the clothing comes from smaller, less well-known designers and brands, such as Roseanna, Agua Bendita, and Giada Forte. Warm also offers an all-children’s book for aspiring surfer-chic babies, a variety of hipster-ish photography books, and a wide selection of sunglasses.
The outrageous prices of most of Warm’s clothes sadly detract from what is otherwise a gorgeous collection of summery items. Price-wise, Warm’s clothing is the too-common New York shopping combination of painfully beautiful and painfully expensive. As I perused the selection, I made up a little game trying to find the smallest amount of fabric for the largest amount of money, ultimately a $260 black-and-gold metallic bralette. It certainly isn’t the best choice for buying clothes on a college student’s budget—it was hard to find much under $200, much less under $100—but would be a good spot to head to if you’re looking for a spontaneous summer splurge.
Beattie and Magnotta want Warm to be a place where shoppers can feel comfortable and “hang out.” They plan on offering manicures and screening movies for kids on the store’s small back patio, if the reggae remixes and miraculous artificial humidity weren’t enough to get customers to relax.
According to the store clerk, Warm has been quite successful since its March 12 opening, assisted by the beautiful sunny weather of the last few weeks. Things will only heat up for
Warm as summer approaches and the shop fills with customers looking to stock up for their summer getaways. If you’re headed to a sunny climate this summer and have some money to spare, check out Warm’s selection—even if you can’t afford anything, you’ll certainly leave the boutique feeling ready to relax in the summer sun.