From backstage at Fashion Week shows to the daily ritual of healthy supermodels like Rosie Huntington-Whiteley and Karlie Kloss, green juice has become the must-have wellness accessory of the fashion world. So when a 10-year veteran of the fashion industry quit his executive job to become a juice-apreneur, you could put money on the fact that the two worlds would collide into one of the sexiest, most buzzed about juice companies in Los Angeles.
Alex Matthews and Greg Alterman are cashing in on that bet with the uber-popular—and very aesthetically appealing—Juice Served Here, which is cold-pressed, raw, typically local, and “organic when possible.” The brand started after Matthews’ tenure as the national retail director for denim company G-Star Raw gave him the killer instinct to know that when juice started trending, he could do something big with it.
“I saw a gap in the market for a fashionable, innovative juice brand that tells a different story culturally,” says Matthews of his vision for a modern, industrial chic, and, if we’re being honest, hipster-inspired juice brand. In 2012, Juice Served Here (JSH) was born.
Today, JSH has three locations in Venice, West Hollywood, and Pasadena, with eight more planned in the Los Angeles area—and three this month alone in Santa Monica, Newport Beach, and Downtown LA. Each shop has great natural light, and stylishly merchandized items like in a Steven Alan store. “We pride ourselves on never being conventional and having fun with it,” says Matthews.
The duo says they’ve always had their eye on a more curated aesthetic than typical juice bars. Here, blends like Charcoal Lemonade and Cream Party are served up in sleek glass milk bottles and in ceramic cups in the store, making the point that their juice deserves its own classic style and ritual.
They’ve also added other aligned brands like Aesop personal-care products, a menu of sandwiches and pastries from Cafe Gratitude, and most recently, with the DTLA Fashion District location opening, they’ve partnered with Santa Cruz-based Verve Coffee Roasters on what might be the first juice bar to share its shingle with java.
Putting the two companies in one spot was a natural fit, says Matthews. Verve’s cold-brew concentrate has long been an ingredient in JSH’s coffee drinks, and Verve sells the juices in its cafes. “That [kind of thinking] is what makes us different. How do you remain authentic but push new boundaries?” It seems through JSH’s own chic aesthetic and forward-thinking juice bars, he’s answered that question. —Sari Anne Tuschman
For more information, visit www.juiceservedhere.com
(Photos: Juice Served Here)