Tommy Hilfiger in East Hampton, NY

Designers and brands such as Ralph Lauren, Lilly Pulitzer, Brooks Brothers, and Tommy Hilfiger all produce similar style clothing and are shifting towards the "ivy-style, classic prep, and nautical" looks for the 2011 spring and summer seasons. This look is very well described as the 1960's "Ivy-Leagure" style which would be found in America's most elite schools such as Harvard, Yale, and Princeton. Male students there would not hesitate to wear to a pair of embroidered pants with a herringbone, or tweed sport coat, or in the warmer months, a madras blazer with faded red, also known as Nantucket Red pants or shorts. Since the 1960s this look has faded away to the younger people but a few big time designers are fighting to bring it back.

Tommy Hilfiger has been working to bring back to ivy-style and the nautical-style of the 1960s. He

has been so successful that he has opened his tenth store in Americ

a, located in East Hampton, NY. As Hilfiger himself said about opening his new store, "East Hampton dressing is about Americana; it's fun yet sophisticated. Our new store embodies the brand's philosophy of democratic dressing, offering a full range of men's and women's collections and accessories." Hifiger will be offering a line called Hamptons Bohemia exclusively at this new location. The collection is nautical inspired and offers cricket sweaters and lobster embroidered shorts. Men's and women's lines will include a mix of U.S. and European sportswear, with men's also having tailored pieces, and for women the runway collection and swimwear.

His East Hampton store is only 1,850 square feet, but is decorated to give the shopper the nautical feel as they walk inside of the store. According to an e-mail interview, the interior is described as "traditional-meets-modern" with walls accented in leather and walnut paneling decorated with antique brass fixtures. Persian rugs are overlaid on a herringbone oak floor, while aged leather and linen seating offer a stylish place to sit while waiting for a shopping companion to emerge from the dressing rooms.

Hilfiger finishes his email interview by saying:

"The Hamptons reflects Americana in its classic yet

fun style, which is the inspiration for my designs and brand philosophy. We designed the store to blend seamlessly with its landscape, from the colors to the product mix. We feel that this is the right location at the right time, and I'm thrilled we now have a location that caters to both the local customer and tourist in the Hamptons."