Just Mystic apparel brand opens new flagship store in Downtown Mystic
Just Mystic apparel brand, known for its trendy-sporty coastal-casual wear, has relocated to 33 West Main Street in downtown Mystic. Designed by Just Mystic Creative Director Amanda Cummings, the brand’s new storefront offers a clean and comfortable shopping experience within a coastal-modern setting for visitors and locals alike.
For the buildout, Just Mystic turned to local craftsman Dan Heine to carry out Cummings’ vision for a nautically elevated retail space. With “simple, clean, and classic” being the three tenets of the brand’s ethos, the apparel itself can best be described as where varsity sportswear meets comfy athleisure, while the new flagship store evokes the spirit of Mystic as a sailing and shipbuilding hub.
“Location-based brands tend to represent the culture, community and history of a given place,” says Just Mystic CEO Robert Nelson, “and that’s what we strive to do here at Just Mystic.” One of the signature elements of the new store is its permanent photo booth, which was a collaborative effort between Nelson, Cummings and Heine. While Cummings directed the interior design, Nelson led the technical product design and development, and Heine customized the space to meet unique hardware requirements. After many hours of testing and iteration, the photo booth is now live and functional, inviting guests to document their experience in the trendy retail space as they browse clothing and accessories such as pre-shrunk cotton terry crewnecks, boxy-cropped graphic tees, shoulder-length canvas tote bags, premium lightweight pickleball paddles, and more.
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