Swag from your favorite East End spots keeps the local love alive
Once, a simple logo T-shirt was the ultimate in-the-know symbol of your favorite haunts or I-was-there souvenir — but these days, branding has evolved into art that connects customers beyond the dining, shopping or imbibing experience. Donning their uniquely identifiable swag, these seven South Fork food and bev industry merch mavens offer insight into the graphic-emblazed branding trend. Forget the matches; grab the dad cap!
Barryville General 1 + 15 Hill St., Southampton, 631-204-3296
It started with a strawberry. “We didn’t know what that meant initially, but we said, ‘Let’s paint a big one on the wall right when customers walk in,’” says Eric Komoroff, who, with his wife, Sharone, and partner Sean Naughton, opened Barryville General in August 2024. It’s now the familiar logo of Southampton’s one-stop shop for thoughtfully chosen pantry staples, home goods, apparel and everyday essentials. In addition to their colorful line of BG trucker hats ($36), the strawberry vision has now manifested in a new line of chambray dad caps ($48). “It’s a little sexy, it’s fresh, it’s natural, it’s healthy, it’s fun, and it grabs enough elements of what the brand has always meant to us,” says Eric. “Plus, I think people smile when they see a strawberry.”
Left to right: Donna Lennard of Il Buco; Lincoln Pilcher of Moby’s, Mavericks Montauk’s Vanessa Price. (Photos by Doug Young)
Il Buco Vita 225 Main St., Amagansett, 631-267-5805
The best way to prolong the magical post-dining feeling of Il Buco al Mare? Perusing the tabletop and home décor line next door at Il Buco Vita. But owner Donna Lennard’s treasure trove of rustic Italian housewares and Il Buco-branded provisions and baked goods means you’ll need a bigger bag to carry it all home. A large tote with Il Buco al Mare’s charming logo will do the trick. “Our first restaurant, Il Buco, was a little more lowkey and not really about the branded image,” says Lennard of her initial Bond Street location. “Branding became more important once we opened the market [Il Buco Alimentari & Vineria]. When we began producing the product line and the merchandise for the market, we created the logo.” The illustrated sardines across al Mare’s merch add a playfulness to the brand, but it’s the wine bottle pocket inside the tote ($115) that makes it a summer must-have.
Moby’s 341 Pantigo Road, East Hampton, 631-604-2227
Now in its 14th season, this seasonal Italo-Mediterranean restaurant offers chic indoor dining, an aperitif lounge and casual open-air picnic tables. Lincoln Pilcher, Moby’s co-owner, helps bring all these elements together for their popular merch. “They are our bestsellers for sure,” says Pilcher of the collectible and fashion-forward hats ($32) and hoodies ($68) updated every season. “I still think it’s still cool to spot people in New York City with a Moby’s hat on.”
Mavericks Montauk 51 S. Edgemere St., Montauk 631-668-8506
Mavericks’ uncompromising ethos of “localism at its finest” extends to swag. “Every time we introduce something, we want it to feel like it’s an extension of who we are,” says Mavericks managing partner, sommelier and wine-industry veteran Vanessa Price. Not only does their 100% organic cotton sweatshirt ($120) boast a hand brush-stroked logo by the design firm Cool Grey Seven Creative, elegantly mimicking both a wave and the letter M, it’s made to last via Price and general manager Cornelia O’Connor’s exacting high-standards. “We wanted it to be a stylish crewneck as opposed to a throwaway hoodie,” says Price. “I just lived in them for six months, washing them and drying them repeatedly, and they stayed so beautiful and elegant.” Note the shark bite on the cuff — a clever nod to the 700-pound shark sculpture by street artist RISK that hangs outside the restaurant.
From left, Kelly and John Piccinnini go old-school at Clam Bar; Amanda Merrow and Kate Baldwin keep it cozy and simple at Amber Waves; Murf’s Shane Herrick keeps the tavern vibe front and center. (Photos by Doug Young)
Clam Bar 2025 Montauk Highway, Amagansett, 631-267-6348
Nothing comes close to representing pure summer fun than the red Clam Bar sign along the Napeague stretch to Montauk. Kelly and John Piccinnini took over the classic seaside snack bar in 2023 from Kelly’s mom, Betsy Flinn, and breathed new life into the Clam Bar’s merch, including crewneck sweatshirts with printed directions: “East of Amagansett; West of Montauk; On the Highway” ($65) and
five-panel hats with “Clam Bar” embroidered in scripted font ($45). “We’re having a lot of fun freshening it up and giving it a new vibe,” says Kelly, but don’t worry: they still offer the tried and true red Clam Bar logo stamp tee ($40, adults; $30, kids) and red and white trucker hats ($25).
Amber Waves Farm 367 Main St., Amagansett, 631-267-5664
The name Amber Waves alone sparks interest and unites supporters of founders Amanda Merrow and Katie Baldwin’s mission. “Whether you think of us as your CSA farmer or as the market operators, we are first and foremost a nonprofit teaching farm,” explains Merrow. “Our whole organization exists under that umbrella.” The colorful trucker hats ($32), sweatshirts ($50) and market bags ($48) might be popular totems on social media, but knowing 100 percent of proceeds benefit Amber Waves farmers, students and soil is far more rewarding. “I think people are excited
to wear Amber Waves merch because it stands for something,” says Baldwin.” It’s a brand that they actively participate in and have the opportunity to experience something with.”
Murf’s Backstreet Tavern 64 Division St., Sag Harbor, 631-899-3575
Murf’s Backstreet Tavern is synonymous with the late-night influx of local restaurant staff who crowd in for post-shift drinks and a game of darts. For chilly Sag Harbor summer nights, there are comfy sweatshirts ($40) featuring the bar’s iconic skull logo, recently reimagined by manager and partner Shane Herrick. “Although the dartboard is our mainstay, we decided to remove the words ‘dart squad’ and pinpoint the logo straight back to the tavern,” Herrick says. Just be sure to dodge the darts on a crowded night.
