A pair of retro-style sweatpants from the brand Free City has become an unexpected fashion staple in the Hamptons, signaling a shift away from the area’s traditionally understated style. The resurgence of these $168 sweatpants, notable for their bold logo featuring a dove and the brand’s name in all caps, is particularly visible in East End fitness studios, eateries, and boutique shops.
Free City sweatpants, which first rose to fame in the early to mid-2000s among celebrities like Madonna, Gwyneth Paltrow, and Miley Cyrus, are known for their casual, slightly rebellious aesthetic. Initially associated with a “louche, indie sleaze” vibe, they conveyed a disregard for polished, conventional dressing. The brand, founded in Los Angeles in 2001 by Nina Garduno, has experienced a resurgence in popularity during the COVID-19 pandemic when online sales reportedly surged.
The sweatpants have been spotted at popular fitness centers across the Hamptons, including New York Pilates, Forward Space, and Tremble at the Barn in Bridgehampton. They also appear frequently at upscale local cafes like Sant Ambroeus and Tutto Caffé, where patrons wear them casually, often revealing toned midriffs after working out. The style complements the evolving summer wardrobes of wealthy socialites and fitness enthusiasts who frequent the East End.
Garduno, who previously worked as a buyer for prominent West Coast fashion retailers Ron Herman and Fred Segal, attributes the brand’s renewed success to a wave of nostalgia and a desire for comfort combined with style. “The sweatpants took off, then they took off again,” she noted, emphasizing the brand’s cyclical popularity. Garduno, who remains the sole owner of Free City, has maintained a selective approach to expansion, preferring partnerships that align with the label’s ethos over large-scale commercial opportunities. A recent collaboration with the Los Angeles-based label Madhappy sold out quickly.
The Free City sweatpants also stand out amid the minimalist and neutral-toned fashion staples popularized by designers like Mary-Kate and Ashley Olsen, especially at the Row boutique in Amagansett. Fashion insiders within the Hamptons acknowledge that while the pants have regained momentum in several urban markets, their presence in this affluent coastal region is particularly pronounced.
Industry executives have taken note. David Thielebeule, fashion director at Bloomingdale’s, reported that Free City is the retailer’s top-selling sweatpants brand, with stock frequently depleted despite widespread demand. Meanwhile, longtime fans remain loyal: jewelry designer Lisa Eisner considers her extensive collection of Free City sweatpants akin to a “security blanket,” reflecting the enduring emotional connection some consumers have with the brand.
Garduno’s inspiration for creating Free City originated from a visit to Freetown Christiania, an autonomous neighborhood in Copenhagen, where she embraced a vision of “pure freedom” and creative expression. Though the company no longer operates physical stores, it has adapted successfully through direct-to-consumer sales and wholesale distribution, balancing brand integrity with commercial viability.
As 2000s nostalgia continues to influence contemporary fashion trends, Free City sweatpants exemplify the fusion of comfort, casual rebellion, and luxury sought after by many in the Hamptons and beyond.