I just read on www.elle.com that Winnie Beattie, owner of  Siren PR a fashion public relations firm, who grew up in Hawaii and met her husband surfing in Montauk will open up a store called WARM.   Its particular block of Mott Street is half way between Chinatown and Nolita, but inside it feels more like Hawaii with a shot of Montauk.   Almost 7-10 years ago I had a really good friend that worked at Siren and my sister actually worked there too. My sister now has her own PR fashion firm called Industry Publicity but it’s great to hear that Winnie’s business is thriving and she’s now opening what sounds like an amazing store.

Tracey Feith, who is known for bright beautiful designed dresses, used to have a gorgeous boutique in Nolita and is now going to be selling his designs this summer exclusively at Winnie’s new store WARM.    I believe he also did a collection for TARGET a few years back.  There will also be  hard to find brands like Roseanna bikinis, Ulla Johnson tunics and Emma Fletcher for Tocca alongside vintage surfing magazines, handmade bowls by Rogan and a darling kids section.

The store is set to have a garden and come summer, there will be movies screened in the backyard and cocktail parties inside—of course, being a surfing crowd cocktails means Red Stripe and shaved rum.   And if you want to wear your wetsuit, we bet Winnie would be fine with that too.

Wow sounds awesome! Can’t wait to see the store and all the new and cool designs.

Rob Magnotta, Hanne Gaby Odiele and Winnie Beattie at Warm.

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