This summer, Los Angeles-based brand, Rails, will premiere an exclusive, beach-side pop-up at The Surf Lodge as part of the Montauk mainstay’s 10th anniversary festivities.
“There is an organic, aesthetic synergy between the Rails brand and The Surf Lodge,” noted Founder and Creative Director, Jeff Abrams.
The Rails Pop-Up Shop will be open for just two days – Saturday, June 3 and Sunday, June 4. The two day shopping experience will showcase a curated collection of summer styles “that are rooted in the innate effortlessness of Southern California living” – such as dresses, denim, and the brand’s signature button downs. “Our relaxed and refined Southern California ethos aligns with the effortless vibe of Montauk, and the weekenders who are spending time at The Surf Lodge,” Abrams explained.
The Hamptons pop-up will mark the first time that the West Coast based brand has opened a physical store. “Rails has expanded from a category-driven collection known for our signature button downs, to a full contemporary collection, and we’re excited to share this evolution at our first pop-up venture,” said Abrams.
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Rails will serve as The Surf Lodge’s exclusive uniform partner. (Courtesy Photo) |
Rails, which was launched by Abrams in 2008, started out with just a hat and has since grown to incorporate a comprehensive assortment of women’s, men’s and children’s apparel. Pieces from the collection feature influences from international travel to metropolitan living, creating the “perfect combination of comfort and tailoring.”
Additionally, Rails will serve as The Surf Lodge’s exclusive uniform partner, outfitting staff with items from Rails’ newest collection. “We’re also proud to be The Surf Lodge’s official uniform partner this summer, and will be outfitting staff in our Summer 2017 collection,” added Abrams.
In addition to The Rails Pop-Up Shop, The Surf Lodge will celebrate its 10th anniversary with Summer Concert Series performances from Benjamin Booker on Saturday, June 3 and Sir the Baptist and The Head and the Heart on Sunday, June 4.
The Surf Lodge is located at 183 Edgemere Street in Montauk. For more information, visit thesurflodge.com. For more information about Rails, visit www.railsclothing.com.
