Slip 77 and Johnny Cupcakes among the new in Oak Bluffs

Slip 77, a new clothing store located at 28 Lake Street in Oak Bluffs across from Nancy's Restaurant. — Photo by Katryn Yerdon

Summer is heating up and the action in Oak Bluffs is in full swing. While we have lots of returning favorites this season, we also have some new stores to visit.

Slip 77 is one of these new spots. In its mission to provide men and women with casual clothing, swimsuits, and resort wear, this boutique is concentrating when possible on using local designers and artisans to do so. Currently they offer Whitney Andresen’s Bikini Thief line and Rebeccah Clark’s rebeccah j handmade leather goods. They are always open to adding more local lines in the store, so let them now if you have a favorite local line or designer.

Other popular lines available at Slip 77 are Olive & Oak and Willow & Clay for the ladies and Hiho and Pelagic for men. If you’re looking for sunglasses, they carry both Proof and Spy+ lines.

The most unusual items just might be their own line of clothing and accessories that are distinguished by a clever logo of nine colored circles clustered in the shape of a square. Keep your eyes out as the season progresses: you might be seeing this colorful logo more often then not. Open seven days a week from 10 am to 10 pm at 28 Lake Street, Slip 77 is directly across the street from Nancy’s Restaurant. Visit them on the web at or on Facebook.

Close to the end of Circuit Avenue, across the street from the Sweet Life Café, a sweet cluster of new stores complements Circuit Avenue’s varied storefronts. This cluster is led by Simply Soaps A Bath Boutique, which specializes in bath and body products made on Martha’s Vineyard. Artfully arranged is a large array of bath collections that are aptly named after places or inspirations related to the Vineyard.

Owner and product maker Beth Ann Serusa began making handmade soaps as gifts for friends and family. Her efforts evolved into a business that relied on other stores for distribution. As Ms. Serusa’s collections grew to include natural soaps, lotions, body butters, scrubs and washes, bath salts, versatile fragrance sprays, and soy candles, so did her need for her own space. Her bright, welcoming blue shop is easy to find — just look for the large white claw-foot tub filled with bubbles that light up in the front window. It may not be so easy to decide which of her numerous collections is your favorite. To preview of her collections, visit her on the web at

Adjacent to Simply Soaps is a small new shoe shop, Foot Fetish, which specializes in dressy sandals. Also included in this quaint cluster is Gwen’s Jewelry Boutique and sophomore MV Tattoo.

If you haven’t yet stopped by, don’t forget that Johnny Cupcakes held its grand opening this past week. They are now in full swing selling their limited edition tee-shirts, accessories, and more. Located in the middle of Circuit Avenue, it is definitely worth a visit.