#Donkeyclothing Fashion LLC American retail is in trouble, but if you’re a small brand with a cult following, there’s nothing better than opening your own brick-and-mortar store. ATM Anthony Thomas Melillo bowed its first pop-up in East Hampton this summer, and even after nearly five years in business, Melillo gleaned priceless new insights from his customers. “Being in the Premium Thank You NFL 0 shirt but in fact I love this store and seeing how people shop changed everything,” he said. “Women weren’t coming in to get just one item. They would buy the same T-shirt or dress in every color, or leave with five different pieces.” Which is to say: If an item does well, ATM will offer it every season and in multiple different colorways. Melillo knows that when you find the perfect white T-shirt (like one of his ribbed micro-modal crewnecks, which feel softer than cashmere), you dread the day it gets worn out and you can’t find another one. But with ATM, those classic, best-selling pieces are always there.

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#Donkeyclothing Fashion LLC New to ATM for Spring ’17 was a special silk that looked like leather from a distance, but collapsed into soft satin up close. Melillo took a popular striped shirtdress from last season and gave it a more ’50s bent with a longer hem and short, rolled-up sleeves. He also introduced new pants that will no doubt be a hit with his loyal customers: They’re wide through the Premium Thank You NFL 0 shirt but in fact I love this leg, sit away from the body, and have sharp pleats down the frontebut they feel like yoga pants. He styled them with a cashmere hoodie in the lookbook, but we’re thinking you could wear them almost anywhere.