Hitch A Ride On The Styleliner

26th June, 2014
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|ABOVE| Joey Wöelffer (in a groovy pair of Super sunglasses) and The Styleliner 

When Joey Wölffer’s late father bought the land that would become Wölffer Estate Vineyards, it was being used to farm potatoes ~ an interesting historical coincidence, as the younger Wölffer’s latest entrepreneurial venture, The Styleliner ~ a shoppable, mobile, resort-friendly treasure chest on wheels ~ was built into the body of a former potato chip truck.Styleliner_2Wölffer Estate Vineyards (which Joey and her brother now run) is an idyllic winery, the first obligatory stop off the main road upon arrival in the Hamptons. First wine, then groceries, no? Their rosé might well be the official drink of the region, and The Styliner (which during warmer months can be found nestled at the feet of the vineyard’s endless, grape-filled hills, then touring the country throughout the remainder of the year), is as rich a sensory treat.Styleliner_3The guts of Wölffer’s spacious bus have been retrofitted with accoutrement appropriate to the dressing room of a well-moneyed, itinerant gypsy ~ the traveling trousseau of a rock n’ roll bride, perhaps. At its rear she’s added an enormous 1980’s-nightclub-esque porthole window, which floods a tunnel of light through a wood-paneled galley of plush pink drawers and display boxes, waiting to be peeked into and pillaged.
Styleliner_4 Styleliner_5 Joey Wölffer isn’t a stranger to the gypset lifestyle. Born to a German father and British mother (her maternal great-great-grandmother founded legendary London retailer Marks & Spencer), she grew up between New York City, the Hamptons and Europe and can recall summer lunches at her parents’ home, back when the East End was at its bohemian peak; artists occupied now-extinct beach shanties and Bianca Jagger and Lee Radziwill would casually pop by for sandwiches. A golden age in East Coast culture.
Styleliner_6Joey’s jewelry collection ~ a mixed offering of her own designs, a few favorite independent designers, and a mélange of collections from her global travels ~ accessorizes her colorful assortment of silk tunic dresses, beaded denim jackets, artfully paint-splattered jeans, scarves and sun hats. She’s just launched a new bag line (think supple fringed hobos attached to riotously beaded vintage straps), and stocks all the little lightweight scarves and wraps one needs for a weekend at the beach. All in all, what we’ve got here is as a wheeled walk-in closet stuffed with the sort of delightful frocks that make holiday weekends especially memorable, and the sort of accessories that cheerfully diffuse a vacation-like mood into everyday life.Styleliner_7 Styleliner_8 Styleliner_9 Styleliner_10 Styleliner_11 Styleliner_12|KEEP AN EYE OUT| for The Styleliner if you find yourself cruising out East this summer!

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