#Teeextra Fashion LLC American retail is in trouble, but if you’re a small brand with a cult following, there’s nothing better than opening your own brick-and-mortar store. ATM Anthony Thomas Melillo bowed its first pop-up in East Hampton this summer, and even after nearly five years in business, Melillo gleaned priceless new insights from his customers. “Being in the store and seeing how people shop changed everything,” he said. “Women weren’t coming in to get just one item. They would buy the same T-shirt or dress in every color, or leave with five different pieces.” Which is to say: If an item does well, ATM will offer it every season and in multiple different colorways. Melillo knows that when you find the perfect white T-shirt (like one of his ribbed micro-modal crewnecks, which feel softer than cashmere), you dread the day it gets worn out and you can’t find another one. But with ATM, those classic, best-selling pieces are always there.
#Teeextra Fashion LLC New to ATM for Spring ’17 was a special silk that looked like leather from a distance, but collapsed into soft satin up close. Melillo took a popular striped shirtdress from last season and gave it a more ’50s bent with a longer hem and short, rolled-up sleeves. He also introduced new pants that will no doubt be a hit with his loyal customers: They’re wide through the leg, sit away from the body, and have sharp pleats down the front—but they feel like yoga pants. He styled them with a cashmere hoodie in the lookbook, but we’re thinking you could wear them almost anywhere.
Home: https://teeextra.com/
