The debut is bound to be seriously happy-making for healthy Hamptons residents and visitors, because while you’d think green juice would be as ubiquitous as salt water out East (demographics, anyone?), it’s actually pretty hard to find. Just a few options exist along the long, winding road that leads to Montauk: The Juicy Naam in Sag Harbor and East Hampton, the indie Django’s Organics in East Hampton, and Juice Press inside Wellnest in Sag Harbor. (Organic Avenue has not confirmed if they will be re-opening in Southampton this summer.)
Juice Lane—the project of identical twin brothers Justin and Ian Browne—is hoping to capitalize on the emerging market, with a 10-juice menu that taps the bounty of local produce and includes Hamptons-appropriate names like “Summer After Party.”
Juices will sell for $10 to $12, and while the spot won’t blend smoothies, it will stock packaged items, like kale chips and puffed quinoa bars.
The Browne bros are also tapping the broader wellness cognoscenti for support and street cred. Acupuncturist Michelle Kung and celeb nutritionist Oz Garcia are official advisors, and beloved Barry’s Bootcamp trainer Noah Neiman is also involved. “I want to bring a powerhouse of nutritional health to the Hamptons, but do so in a non-preachy and delicious way,” Neiman says.
Unfortunately, Juice Lane will only be open for the summer season. Perhaps it will follow its customers back to Manhattan come October? —Lisa Elaine Held
For more information, visit www.juicelane.com