With a calming space and comfortable, socially conscious clothes destined to become closet staples, East End slow-fashion champion Unsubscribed proves that quality wins over quantity every time.
Since opening out East in 2020, Unsubscribed has carved out a niche on the Hamptons shopping scene as a purveyor of clothing and accessories that are at once effortless and elevated, stylish and sustainable. “Unsubscribed is all about slowing down and celebrating modern simplicity,” says Jen Foyle, president and executive creative director of AE and Aerie, the brand’s parent company. “We design for the kind, conscious and free-spirited woman and are inspired by the ease of dressing comfortably.”
Selecting East Hampton as the location for its first brick-and-mortar proved to be a perfect fit for the brand’s laid-back aesthetic—and launching amid the pandemic, a silver lining. “Last year, visitors and Hamptonites extended their stays through the fall season, and we were able to offer comfortable favorites that were easy transitional pieces for the warmer to the cooler months,” Foyle shares. Since then, Unsubscribed has continued to meet the needs of those seeking everything from breezy dresses (the washable silk pieces are especially popular) to deliciously soft cashmere essentials—even expanding to a second store location in Westport, Conn., earlier this year, with more markets on the horizon.
Looks from Unsubscribed’s pre-fall 2021 collection
Walking through the doors of the East Hampton boutique, the brand’s easygoing and eco-driven ethos is immediately apparent. “We set out to create a relaxed and natural shopping environment that makes you feel good the second you enter an Unsubscribed boutique,” says Foyle. “The store aesthetic embodies the Hamptons environment with understated design elements including natural tones; raw, vintage wood product displays; inviting lounge sets; and real, artistic brand imagery, echoing the vibes of a relaxed summer.” Woven into every aspect of the store is a thoughtfulness that stems from Unsubscribed’s slow-fashion approach: Think a highly curated collection of private-label styles and partnerships with like-minded third-party brands such as LemLem, Boyish Jeans and Veja that “represent our beliefs in socially conscious and ethically produced practices,” Foyle says. Shoppers can also discover an assortment of vintage treasures in every Unsubscribed store—one-of-a-kind finds that make for a timeless addition to any wardrobe.
“Transparency is at the forefront of all that we do. It’s better for us and our environment,” explains Foyle. “A big part of our brand mission is to get to be 100% sustainable. We focus on using preferred fibers (100% cotton, recycled cashmere) and are continuing with vintage offerings throughout both apparel and our store fixtures. We aren’t fully there yet, but continue to work toward it every day.”
The brand’s summer 2021 collection finds customers “on a safari, connecting with nature and going off the grid,” describes Foyle, via chic designs like heirloom-inspired bohemian tops, washable silk sundresses, and safari-inspired blazers and swimwear. And with a newly launched e-commerce website, conscious consumers nationwide can now get in on what Hamptonites can’t get enough of. “The Hamptons in the summer is all about relaxation and slowing down from city life. It is the ideal backdrop for our consciously made products in a minimalist and calming store,” says Foyle. “We look forward to introducing our fall 2021 collection and continuing to be a go-to shop for Hamptons customers year-round.” 73 Main St., East Hampton
Photography by: PHOTO COURTESY OF BRAND