Cecilia Lind was born and raised in Sweden, and her Scandinavian aesthetic is evident at Rube, her Amagansett shop. The minimal, loft like space, with dark grey floors and sleek white tables acts as a perfect foil to the clothes and accessories she stocks. Cecilia moved to Amagansett from New York City to raise her family. A more gentle life than the city, filled with activities such as kayaking and beach walks, reminiscent of Cecilia’s own childhood. Raised by a mother who had her clothes made by a dressmaker, she has brought a similar heritage to Rube preferring brands that use high quality fabrics and finish details. Opened in 2006, Rube was originally filled with merchandise made by Cecilia and her former partner, Christine. Unable to keep up with the demand, Cecilia started buying well-crafted product from small independent US, Japanese and European brands. She enjoys working and building relationships with small businesses, which enables her to keep a constant flow of new and interesting product. Last year Cecilia’s friend and fellow Amagansett shop owner, Stacey Fraser relocated Pink Chicken to a space within Rube. The more colorful Pink Chicken garments add an interesting dimension to Rube’s more neutral palette, and created an interesting synergy between the two brands and their separate customers. Traveling is a source of inspiration for Cecilia; she loves Mexico and Europe and hopes to visit Japan and Africa in the near future.

156 Main Street, Amagansett NY


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