Eyes Open in Northport: Laug Auf Lands on Woodbine Avenue

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The new lifestyle brand invites Long Islanders to “look up, look out, look in; EmergE, EngagE, EvolvE”

Northport’s landmark Thompson Building has welcomed a vibrant newcomer: Laug Auf, a mission-driven apparel and lifestyle shop now open at 24 Woodbine Avenue, Suites 1 & 4. Filling two storefronts with bold graphics and an even bolder message, the brand urges visitors to unplug from screens, reconnect with real-world moments, and—quite literally—keep their eyes open.

From Epiphany to Enterprise

Laug Auf (“pronounced log off”) was sparked in 2017 when founder Axel “Akke” Yberg powered down his phone and felt an instant jolt of clarity. Determined to help others reclaim that spark, Yberg crafted a name that merges Estonian and German—laug (“eyelids”) and auf (“open”)—to form a mantra: “Eyes Open.” Today the brand champions mindful tech use and authentic connection, echoing Dr. Howard Thurman’s call to “come alive.”

What Shoppers Will Find at Laug Auf

Signature Apparel – Eye-catching T-shirts, tanks, sweatshirts, hats, and bags emblazoned with the Eyes Open ethos. Curated Extras – Books and lifestyle goods that reinforce the “life on” philosophy. Two Distinct Spaces – Suite 1 showcases apparel while Suite 4 offers accessories and giftable finds—worth exploring both.

Laug Auf: A Mission Woven Into Every Thread

Laug Auf isn’t just selling clothing; it’s selling a mindset. Each design nudges wearers—and anyone who reads it—to put the device down and engage with the world around them. Younger generations, Yberg notes, are especially hungry for balance: “If we tip the scales back toward face-to-face living, others will follow.”

Why Northport, Why Now

The village’s historic charm and walkable streets align perfectly with Laug Auf’s call to slow down and savor local life. Nestled among independent cafés and harbor views, the shop feels less like a retail stop and more like a reminder to breathe, look up, and live in the moment.

Visit, Look Up, Live On

Whether you’re hunting for a statement tee or simply craving an eye-opening pause, Laug Auf offers both. Step inside the Thompson Building, explore both suites, and leave inspired to keep your Eyes Open—Life On.

Take the Laug Auf Challenge

Next time you scroll past Northport, switch the phone to silent, swing by 24 Woodbine, and experience Laug Auf firsthand. You might walk out with a new hoodie, but you’ll definitely walk out with a fresh perspective—and that’s a souvenir worth collecting.

For OUTDOOR DINING in Northport, click HERE!

Melissa Farrell

Melissa Farrell has a mission to support local business by "Going Local." As a local business owner herself, she understands the struggles entrepreneurs face when owning a business and is always trying to find ways to shine a spotlight onto them. Melissa started Going Local Tours & Experiences back in 2020 during the pandemic in hopes to bring people back into local restaurants and shops. She created food tours in Huntington, NY that would stop at 3-4 local businesses and gave the guests the chance to meet the owner and hear the story behind the business. She soon realized how powerful storytelling is when connecting people to local businesses and created options with local store owners as well to bring them onto the tour to share their story. Melissa wanted to expand out of Huntington to be able to support even more local businesses and started creating luxury picnics where she would bring local to you! She would find local businesses in the area of the picnic set up and deliver it to you offering ways to support over 3 local businesses at each picnic. This wasn't enough. She wanted to find a better way to help spread awareness of local businesses and share their stories. Enter Evangeline Knell...a woman with over 30 years of broadcasting experience who somehow convinced Melissa to host a 3 day live stream from the Huntington Fall Festival. She had never been on camera before, but working alongside Evie to create the 3 shows, gave Melissa the confidence to take on the challenge. The 3 shows produced focused on the local vendors, the food trucks and the events that occurred at the festival and had a much larger reach than Melissa could ever of done on her own. They soon realized a business partnership was needed and combined their two businesses, Identity Digital which is a production company and Going Local Tours and Experiences to form Going Local Media. Evie and Melissa even formed their own distribution outlet by creating Going Local TV, a streaming platform like Netflix or YouTube, that is all about local businesses, events and organizations on Long Island. There are over 200 videos including their podcast series "Let's Get Local" "Long Island Business Minds" and "Local Business Spotlight" that help spread awareness of our local businesses and Long Island Professionals. They are always thinking up new ways to support local, including this site, Going Local Long Island is a directory of articles on how to Go Local on Long Island. We appreciate you taking the time to read this and for supporting local! Thank you!

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