The Olsen Twins Go to the Beach

There was a Cybertruck parked on Main Street in East Hampton, outside the Altuzarra store. It was a Sunday afternoon in June, and traffic stalled for a moment. Even the rich are not immune to rubbernecking a brutalist behemoth.

The monster truck marked the end of an avenue of monograms — the island’s main luxury shopping drag, with $850 raffia handbags and $15,000 decorative surfboards. You know their names: Louis Vuitton, Loewe, Lululemon.

Two and a half miles down this same street, however, quaintness emerged. East Hampton turned into Amagansett, and that flashy boutique strip became a town square with white wood-paneled cottages. There was a shoe store called Brunch, a children’s clothing chain called Pink Chicken, a jewelry and gift shop called Love Adorned. A Cybertruck here would read as a declaration of war.

It was near these cottages that the Row, a brand founded in 2006 by Ashley and Mary-Kate Olsen, quietly opened a store on Memorial Day weekend.

Quietly is how the Row tends to operate. Not only in its clothing — often described as “quiet luxury,” a term used to describe very expensive basics — but also in its communication.

The founders rarely give interviews, advertise or otherwise promote their line. While the Row did announce its Amagansett opening on Instagram, that account is more outwardly devoted to sharing modern art than to moving product. In February, the brand caused a stir at Paris Fashion Week by asking its runway show attendees to “refrain from capturing or sharing any content during your experience” — which is, for many, the primary reason for attending a fashion show. The audience was encouraged to write down thoughts instead.