South Moon Under comes to South Florida from the laidback shores of Ocean City, Maryland. Run by husband-and-wife team Michael, CEO, and Patricia Smith, chief creative officer—also the co-founders of White House Black Market—South Moon Under is a line of small boutiques that carry a curated blend of branded and private-label apparel and products. The Gardens Mall location, opened in May, is the first Florida store.
“We love Florida, and because we have our roots based at the beach, we knew it would be a natural fit,” Patricia says. “We’re known for our relaxed boho style, so with our assortment of free-spirited and casual brands, we knew expansion into Florida would be a perfect fit for the Floridian customer and their lifestyle.”
Launched as a men’s surf shop in the summer of 1968, South Moon Under soon grew into a bohemian beach store to include women and has since evolved into an upscale, contemporary shopping destination with 32 brick-and-mortar locations spread throughout the East Coast.
“Women come to us for dresses, sweaters, and everything from beachwear to loungewear, from casual workwear to dinner and date-night attire,” Patricia says. “Our clothes are easy to wear, stylish and versatile.”
The store is also unique in that it carries an assortment of swimwear year-round, both online and in stores.
Recently, the boutique’s best-selling styles have included leopard prints, strapless jumpsuits, suede and smocked miniskirts, lightweight knit moto jackets, and ruffled camis.
Shoppers can find both emerging and established designers—think Spanx, Citizens of Humanity, French Connection, and Show Me Your Mumu—at South Moon Under. The boutique is also ideal for gift-giving, accessories and shoes.
“I am very excited about brands that care about sustainability, so Groceries [Apparel] camis and tanks are a must-have, plus they are great quality,” Patricia advises.
Other favorites include AGOLDE, as the brand is working on ways to be more sustainable and their denim has a great fit, along with Levi’s high-rise jeans.
“I also love the Free People vegan leather jacket and our Pistola star denim jacket,” Patricia says. “Gorjana earrings and necklaces are definitely a must-have as well.”
South Moon Under, 3101 PGA Blvd., Ste. Q223, Palm Beach Gardens; 561.461.8623; southmoonunder.com
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