Singer22 CEO/founder Jon Singer works in his East Hills office
Bringing Singer22 to Southampton this summer occurred through a bit of serendipity. “We have wanted to open in the Hamptons for years,” explains company owner and CEO Jon Singer. “I got a summer home out here [in Southampton] this year and was driving through the town with my daughter, Eden, in mid-June and saw a for rent sign; I called the number on the spot, signed the lease the next day, and was open for business 11 days later.” A firm believer in a little bit of luck—he named his company to reflect his lucky number, 22, as he was born on the 22nd at 2:22 PM—Singer felt this move to debut a Hamptons pop-up store was the convergence of timing and place. “The location is great,” he offers. “Being that I decided in June [already into the summer season] to open out here, my choices of spaces were limited, but I thought this spot was perfect.”
Launched in 2003 as a website and retail store on the North Shore, Singer22 gained notoriety as the place to find the most popular styles and hottest of-themoment designers for women and starting in 2010, for men. With its presence widespread due to the website, Singer22 became known as a global brand, yet Singer still sought another brick-and-mortar locale close to home. About opening the Southampton pop-up, Singer says, “I thought it would be great exposure for the brand—since most people think of us as a website only—and a good way to introduce Singer22 to the Hamptons crowd.” Stocking only a selection of merchandise he felt worked best for the Hamptons set, he says, “It’s a buy-now, wear-now mentality. We wanted to have a mix of casual for daytime and tops and dresses for the Hamptons’ nightlife.”
Singer perceives his own fashion sense as casual yet stylish: “I personally like simple, and I feel good when I’m comfortable,” he says. “If I find something I like, I buy it in multiples.” But for his merchandise in Singer22, he says, “We really are on the fashion forefront. We continue to carry a core of brands: Rag & Bone/Jean, Elizabeth and James, J Brand, Alexis, Rebecca Minkoff, and Jeffrey Campbell, to name a few.” With a wide customer base of all ages, from the young, hip, and trendy to the more refined, sophisticated, sexy shopper, Singer admits, “What keeps us unique is that we are constantly out scouting to bring in the newest, hottest up-and-comers.” Calling his stores “a place for a fashion pick-me-up,” he stresses, “We have the best array of product in our stores that covers a large spectrum of customers and hits all demographics.”
Noting that merchandise such as Elizabeth and James, Mason by Michelle Mason, Ramy Brook, Runwaydreamz, Siwy, and Tkees constantly flies off the racks of the Southampton store, Singer would craft the ideal outfit for summer on the East End from these popular brands: Siwy shorts, a Blue Life T-shirt, and Tkees for a day at Main Beach, and a Ramy Brook’s Harriet top paired with Citizens of Humanity skinny jeans and strappy heels for an August evening at Nick & Toni’s or Suki Zuki—two of his favorites.
Working with a number of celebrity stylists, Singer22 already found fans in a host of boldfaced names, including Nicole Richie, Katie Holmes, and Angelina Jolie; Singer admits he would love to style Sienna Miller, and he’d welcome a visit to his Southampton store from Victoria and David Beckham. Catering to celebrity clientele will likely become even easier in the not-so-distant future, as Singer plans for retail expansion, currently scouting locations in Los Angeles, New York City, and possibly Miami. But for now he is enjoying the remainder of the season out East—at least while the Southampton pop-up is open through September 5. 50 Jobs Lane, Southampton; 441 Glen Cove Road, East Hills; 11 Old Westbury Road, East Hills