Talk about a short-term stay.
Alex Mill, the collection of classic, casual styles and wardrobe essentials, opened a 500-square-foot pop-up Monday at SoulCycle in Bridgehampton, N.Y., for just a three-day run.
“I have been doing SoulCycle for I don’t know how many years,” said Mickey Drexler, the chairman of Alex Mill. “They know me well and I know the founders well. They gave me the honorary title of the ‘Godfather of SoulCycle.’” He rides at SoulCycle every morning.
The Alex Mill pop-up, located in 264 Butter Lane on the deck of the property, operates only Monday through Wednesday this week. “I had no expectations about this, but so far it’s been unbelievable,” Drexler said. “It’s an edited assortment of our most popular women’s and men’s items. Today they are buying our weekend totes, most are being monogrammed. They’re also buying a lot of our Positano stripe shorts and shirt set, work jackets and the jumpsuits.”
Asked why the pop-up is just for three days, Drexler said that’s all that was offered. Rumor has it that Alex Mill is prowling the Hamptons for another pop-up, most likely a longer lasting one, for this summer season, though Drexler wouldn’t comment on the possibility. Fewer new fashion pop-ups and permanent retailers have surfaced in the Hamptons this season. So many businesses rushed in after the pandemic that there just isn’t as much temporary space available. Alex Mill operates regular stores in Manhattan, at 77 Mercer Street and 1182 Madison Avenue.
SoulCycle was founded about 18 years ago by Elizabeth Cutler, Julie Rice and Ruth Zukerman, who all departed the business years ago. The women launched SoulCycle with one studio on the Upper West Side of Manhattan and many more opened in the ensuing years. SoulCycle is currently owned by Equinox.
