This beach-chic label from Martha’s Vineyard has set up shop inside men’s boutique Rothmans, stocking sunny apparel ($35–$225) and accessories ($10–$99) for men and women. The brand receives its own designated retail area as the first of what will be many temporary collections in the multilevel shop. Vineyard Vines started in 1998 with a line of quirky silk ties, and its full array of neckwear ($75 each) is featured here, with more than 25 wacky prints to choose from. Men’s nautical graphic tees ($35), faded cotton hoodies ($95) and vibrant patterned board shorts ($80) are also up for grabs. Ladies will be fit for the shore with palm-print tunic dresses ($118), jersey wrap scarves ($55) and signature canvas tote bags ($89–$98) emblazoned with colorful sea creatures.