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Prepster's Paradise Vineyard Vines Coming to the Mile

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Southport Corridor News and Events reports that Michigan Avenue will be getting a Vineyard Vines store this fall. While we have no official opening date at this time, the store listing on the brand's web site confirmed the new location, as well as its address: 540 N Michigan Ave.

Contrary to its name, which conjure images of walls upon walls on wine bottles, this is indeed a clothing brand. Fans of Vineyard Vines would likely describe the merch as "preppy" or "the kind of stuff you'd wear to a country club."

How do you feel about this decidedly East Coast-y brand coming to Michigan Ave.? Do you think it'll fare well in the Midwest?
· Vineyard Vines is Coming to 540 N. Michigan [SCNE]
· Vineyard Vines [Official Site]

Vineyard Vines

540 N. MIchigan Avenue, Chicago, Il