Laug Auf in Northport promotes screen-free lifestyle while shopping
Eamonn McLoughlin, left, and Axel Yberg, at Laug Auf in Northport. Credit: James Vassallo
In a digital-first world where technology shapes communication, work, learning and daily life, Laug Auf in Northport, suggests an alternative.
Pronounced “log off,” the apparel and lifestyle brand encourages customers to step away from screens and engage more intentionally with life. The playful name combines elements of Estonian and German — laug (“eyelid”) and auf (“open”).
“Live with your eyes open, that’s the concept,” says co-owner Axel Yberg, 53, who came up with the idea after putting down his phone and experiencing a renewed sense of purpose and presence. “Look up, look out, look in.”
Located in the historic Thompson Building since 2024, the store fosters IRL connection through clothing and community. “Clothes are a way people express themselves and connect,” says Yberg.
Popular items include T-shirts ($40), long-sleeve tops ($50), hoodies ($80), and hats ($30), plus backpacks, sunglasses, key chains and bag charms.
Clothes and accessories are easygoing, eye-catching and designed to complement the brand mission. “All of our graphics have stories behind them,” says co-owner Eamonn McLoughlin, 42, who formally partnered up with Yberg about two years ago.
There’s an optional “phone cell” locker for stowing devices while shopping to reinforce the brand’s screen-free experience. A mantra on it speaks for the philosophy here: “Less selfie, more cell-free.”
“It’s available if people want to be more present,” McLoughlin says. “Maybe half decide to use it.”
The Northport multi-space location totals nearly 4,000 square feet. In addition to the boutique, there’s a makers lab, where customers can dive into the brand's full catalog of graphics and create their own garment, plus a cafe-style lobby.
Team merchandise for clubs and schools, along with community initiatives, are other key areas of Laug Auf focus.
Both co-owners are married with kids and based in Centerport. They bring different skills to the table: Yberg has been a furniture designer, McLoughlin was a professional golfer and has a finance background. They say the collaboration has been mind- and eye-opening.
“In no way are we saying technology is a terrible thing,” says Yberg. “It’s a really powerful tool but if you’re not careful, if you don't control it, it’s going to control you.”
Laug Auf, 24 Woodbine Ave., Northport, 631-239-1215, laugauf.com
