Under The Bleach opens in Wading River at the Shoppes at East Wind
Owner Gina Wilmont at Under The Bleach in Wading River. Credit: Karyn Deluna
When Gina Wilmont, of Yaphank, started tie-dyeing clothes in 2020, it was simply out of boredom after weeks of being locked in the house during quarantine. What she didn't realize at the time was that her newfound hobby would be the catalyst for the business she would later create, Under the Bleach.
Six years after she began selling tie-dye sweatshirts on Instagram, Wilmont opened her first brick-and-mortar boutique in early May in Wading River at the Shoppes at East Wind.
It started with a simple shirt — a tie-dyed black and orange crew neck that read "Basic Witch." After posting the sweatshirt for Halloween in 2020, Wilmont’s online business “blew up” she says. She began fulfilling orders upon request through Instagram and Facebook.
Since then, business has been steady, so much so that when the opportunity to open a storefront presented itself, Wilmont jumped on it, saying to herself “if I don't at least try it, I’m always going to wonder.”
As a single mother of two boys and the custodial parent of her nephew, owning a business is no easy feat in the wake of an already jam-packed schedule but “thrives in the chaos,” she says.
With the support of family, friends and online community, Wilmont was able to turn her dream of owning a store into a reality.
Under the Bleach, whose name is an ode to her favorite movie, Disney's "The Little Mermaid," is a "gathering of small businesses," she says.
The shop has a number of Wilmont's custom-made tie-dye items, including sweatshirts, socks, pants and hats featuring Under the Bleach's logo — a mermaid.
When she began selling items online, Wilmont met several local business owners whose creations she now features in her store.
Shoppers will find items ranging from $10 to $60, including handmade jewelry, accessories, homemade soap and candles. She offers curated embroidered pieces for special occasions like bachelorette parties and showers.
Under the Bleach, 5768 NY-25A Suite V3, Wading River, 631-886-1133, Instagram: _underthebleach.
