Last night, New York’s surfing elite gathered at Winnie Beattie’s new store, 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.
Beattie, who owns Siren PR, a fashion public relations firm, grew up in Hawaii and met her husband surfing in Montauk. That, she says, is why everything in her shop has a particularly beachy feel. There are 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. This summer, Beattie’s good friend Tracy Feith will make his long awaited return to fashion with a capsule collection sold exclusively at Warm.
For its opening, Beattie whipped up a perfume so fragrant you’ll swear you’re beach-side if you close your eyes. When she finds a spare moment, she plans on designing an eponymous line for the store as well. For now, she just wants people to swing by and spend time in her garden. “There used to be all these shops that everyone could just hang out in,” Beattie said, reflecting on her Saturday morning walks to Jane Mayle’s Nolita store. “We want to bring that back.” 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.