Beyond the mainstays, the fashion mix for women, men and kids has expanded into activewear and swimwear and there’s plenty of it. Paige Mycoskie, company founder, launched the brand in 2006 out of her garage in Venice Beach while she worked at a surf shop.

Today, those relaxed duds are considered easy wardrobe go-tos and coveted by the likes of Reese Witherspoon, Jennifer LAwrence, Matthew McConaughery, Jay-Z and Zac Efron to name just a few. At their new digs, which opened in May, Mycoskie personally designed the vibrant murals unique to the East Hampton location. All the walls are hand-painted with Aviator Nation classics - stripes, rainbows and beach geometrics to create an explosion of color.

Find the brand’ fun totes and a new summer collection that includes denim shorts (a vintage mid-rise boyfriend style of cutoffs with embroidery runs $250), repeat smiley faces (eye-catching unisex hoodies go for $196), rainbow stripes sweatpants to live in from dawn-to-dusk ($156), bathing suits galore (men’s striped trunks are $168), trucker hats (a kdi’s smiley vintage style is $37) and a health does of neon.

Good to note that products are made in the USA at their factory in California.

Aviator Nation, 87 Main St., East Hampton, 631-604-6431, aviatornation.com