Courtesy of Lola No relation to The Local.

Last week, James Cruickshank, the owner of Whitmans on East Ninth Street, threw a party relaunching Lola, the apparel company he runs with elementary-school buddy Emmett Shine. The duo started the line in their late teens (both are now 27) but recently put it on hiatus so that Mr. Cruickshank could devote time to opening his restaurant, and so that Mr. Shine could focus on Gin Lane Media, the branding and design company he runs, along with Lola, out of 263 Bowery.

“Every single day we received e-mails from people around the world asking us when we were going to relaunch,” said Mr. Shine.

Five new t-shirts and a hoodie were added to Lola’s online store a little over a week ago, with more clothing and hats to follow every month or so. The current line reflects the duo’s upbringing in Southampton: One t-shirt depicts Frank Mundus, the Montauk fisherman who is said to have inspired “Jaws”; another features nautical flags spelling “Lola New York.” Past designs have played with Lower East Side iconography, as well.

“We’re definitely 100 percent allied to downtown New York City — Alphabet City, the East Village, Lower East Side, Chinatown,” said Mr. Cruickshank. “It’s an inspiration as much as the beach is.”

In about three to six months, Mr. Cruickshank will put his money where his mouth is, by opening something that he said would be “not a restaurant, but nightlife related.” Mr. Cruickshank revealed only that the project would be located on the Bowery above Houston Street.

After that, he said the “sky is the limit” as far as expanding his brand: “It could be a Lola gallery in New York. We’re open to everything.”