Jaylen Brown’s lifestyle brand 7uice has a new home. The former All-Star opened up a new retail space in Boston’s Seaport with a well-attended grand opening this Saturday. Brown joined many of his teammates in welcoming fans, signing autographs, and kicking off a new line of apparel. The store will be open for the next three months.
Those who came to the event early were gifted free merchandise. Everyone who stopped by was welcome to take photos with Brown and to explore some of the new 7uice items. CelticsWire talked to some of the fans in attendance, and asked them why they liked the brand and wanted to come to the event.
Leah from Allston, for example, made it clear she likes how the merchandise looks but added that the ethos of the brand matters to her as well.
“I like that it supports the 7uice Foundation,” Leah said. “It all goes to a good cause. I love supporting Jaylen.”
Brown and his foundation have been working in a wide-range of spaces to try and bring about positive change. That includes efforts like his collaboration with Boston’s Museum of Fine Arts to seeking more sustainable sourcing for his brand’s apparel. Creative director for 7uice Malcom Durr told CelticsWire the event itself was in part designed to bring positive energy to the community.
“It means a lot to see people from all the different sides of the city come together and find that unifying force.” Durr said.
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Some folks went all out to ensure a spot at the head of the line. One such fan, Phil from Cumberland, Rhode Island, arrived at 7:30 am and was among the first in the store.
“I had to show up and show love to Jaylen,” Phil said. “It’s a beautiful day in the city.”
Phil gave a special cheer when fellow Rhode Island native and Celtics head coach Joe Mazzulla made an appearance. Several members of the Celtics orbit stopped by the event, including Grant Williams, Jayson Tatum, Derrick White, and Sam Hauser. The atmosphere was pleasant and jovial.
“It’s all good vibes,” Hauser told CelticsWire before heading into the store. “Elite vibes” Derrick White added, following his teammate in to check out what 7uice had on offer.
After a recent practice, reserve guard Derrick White spoke about the Celtics’ new hobby a bit with the media. https://t.co/myM3fF4SUp
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Lucas from South Boston honed in on the same theme. “I’m just here to feed off the vibes. It’s awesome, they’ve got the DJ going. It’s a beautiful fall day.”
Boston tips off the ’22-23 regular season soon enough, and Saturday’s event was a great way to cap off a long offseason. Fans and players got to share in an enjoyable celebration, and come together to share space.
Chief marketing officer for 7uice and Jaylen’s older brother Quenton Brown explained what success looked like for the afternoon. “Success is a beautiful world where we’re united with love and kindness.”
For the 7uice Brand, it certainly appears Saturday was a success indeed. Boston opens the regular season Tuesday evening at home against the 76ers.
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