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Opening Ceremony debuts a Heartbeet Juicery counter

The new Heartbeet Juicery location, inside Opening Ceremony New York’s men’s store (Photo: Brayden Olson for Opening Ceremony)

Heartbeet Juicery, the boutique juice purveyor with a walk-up window on the Lower East Side, recently opened an outpost in Soho. And it’ll be convenient for any holiday shopping you’re doing for the style-conscious man in your life (or yourself).

The debut of the counter in mid November at Opening Ceremony (33 Howard St., at Crosby), was a juicy opportunity extended by “Carol and Humberto, the owners of Opening Ceremony, who wanted to add a juice element to the new men’s store,” explains Heartbeet co-founder Danniel Swatosh. (Shoppers, take note the men’s floor is connected to the women’s section inside.)

Among the sexy boy button-downs, accessories, and sweaters, and stationed at bright pink counter, is a capsule collection of a dozen plus Heartbeet blends. These range from leafy green-and-root drinks like Green Apple Juice to “keep you at pace with nature, plus tonics to keep your immune system high, to some seriously delicious Cold Brew Coffee blends, such as the Almond Coco,” Heartbeet’s Maria Margolies says. You can also sample the brand’s new line of Tidbits (healthy snacks). Prices range from $6–$11.

Heartbeet is no stranger to the intersection of juice and fashion. The Brooklyn-based company formerly kept a fridge at Steven Alan in Tribeca. “For us it’s inspiring to collaborate with brands and people that share in our vision and passion whether that is in fashion, art, design, music or surf,” explains Swatosh.

“People are becoming more health conscious in all industries—they want to look and feel good, live healthy— it’s all linked together. It’s a lifestyle.” That doesn’t mean crumbs are welcome in the dressing room. —Melisse Gelula

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