Chico's, the colorful mall fixture favored by the over-40 set, is launching an outpost on East Hampton's Main Street tomorrow. Though we're used to receiving news of Hamptons launches this time of year (one can never have enough limited-edition beach towels, after all), the brand seems an odd fit on the tony strip. Ralph Lauren, Elie Tahari, Tommy Hilfiger, and Tiffany & Co. all have permanent spots along the street, and its pop-ups last summer included Hermès, Michael Kors, and Jimmy Choo. Are the strip's looser standards a sign of the lingering recession? Not according to the alleged rush on summer tennis whites. Maybe they're buying them at Chico's?
Chico's, 75 Main St., nr. the Circle (631-324-1404)