The Electric Merch Co., a Hamptons-based brand studio and fashion label, and award-winning fashion designer Alex Vinash, are bringing a new kind of glamour to Hamptons off-duty style with a bold, limited-edition collaboration now available at Vinash’s Southampton atelier and boutique.
Described by Vinash as “a collision of sport and statement,” the collection transforms The Electric Merch Co.’s polished French Terry loungewear into one-of-a-kind wearable art in this brand collaboration. Elevated sweatshirts, hoodies, and relaxed essentials are hand-finished with bejeweled bows, embroidered florals, hand-sewn koi fish, stars, ribbons, and unexpected embellishment all in the unmistakable Alex Vinash style.
Clients can also personalize select styles with initials and collaborate directly with Vinash to create a custom piece. Vinash, the Venezuelan-born designer celebrated for couture that emphasizes individuality and personalized fit, is known for his expressive use of moulage, embellishment, and unexpected detail. His Southampton atelier is a maximalist destination filled with ribbons, flowers, birds, fish, gems, and found objects that inspire his signature designs.
“From the moment I walked into Alex’s boutique and saw the magic he creates, from the atelier to the baskets of ribbons, flowers, birds, fish, and gems, I knew a collaboration with him would be incredible,” said Julia Dawson, founder and creative director of The Electric Merch Co. “Every style he has created using our polished French Terry styles as his canvas has been beyond anything we imagined. We are excited to spend time in his shop watching the magic unfold.”
The Electric Merch Co. is a Hamptons-based boutique brand and fashion label creating premium elevated loungewear designed for a polished, sporty aesthetic, specializing in customization that champions the elevated sweatshirt. Led by Dawson, a former fashion creative director, the label is known for polished French terry styles that balance comfort, quality, style, and fit.
“Electric Merch Co.’s styles have such a refined sensibility—from the fabrication and finish to the way each piece feels on the body. I loved bringing my own point of view to these elevated essentials and creating a collection that feels effortless, expressive, and distinctly personal. The response from my clients has been incredible, and I’m excited to continue creating one-of-a-kind custom pieces for them,” said Vinash.
Most styles are available exclusively at Alex Vinash’s Southampton atelier and boutique, the collaboration offers an opportunity to discover a new take on luxe leisurewear — where cozy essentials become conversation pieces and every detail tells a story. Limited styles are available online at electricmerchco.com and alexvinash.com.