As you may have noticed, we spend a fair amount of our time trying to uncover the heretofore unseen—and it's our Instagram feeds and Pinterest boards and Google alerts that kind of serve as our research labs (this is serious, very scientific business, guys). And, despite the fact that pretty much everyone and anyone with a working Internet connection and a pulse has taken to doing the same thing, we still like to think of ourselves as explorers of sorts—you know, like finding Lauren Rubinski and her brand of pretty, punky bijoux in the middle of Paris or taking a tour of Peter Marino’s Andy Warhol and Damien Hirst-filled office. That said, there are still happenings that are, well, harder to miss than they are to find. Birkenstocks. Clarisonics. Coconut oil. Juicing.
After all, the whole pressing-your-daily-fruits-and-veggies-into-liquid thing has more or less dominated the health food conversation for the past, well… it been a second. Once the equivalent of social leprosy, at this point, it’s become pretty standard to (ironically) discuss over dinner with one friend or another how they’re cleansing, going raw, going vegan, on an elimination diet, et cetera, et cetera—and juice is usually the main component. And while we’re not really the types to cut out chewing completely—we mean, we like our BBQs and fro-yo too, guys—we’re all for a green juice in the morning (to accompany our artisanal, Pinterest-eat-your-heart-out granola, duh) and a self-congratulating energy booster when the inevitable three o’clock lag rolls around, ‘cause the nutritional value is totally worth the, ahem, considerable wallet-lightening effect, right?
So, despite the fact that juice has (pretty quickly) taken over as the easy-to-latch-onto health movement du jour (and we have a feeling it’s going to be sticking around for a while, too, so if you haven’t gotten on the whole drinking your vitamins train yet, you might as well join in now), visiting the brand new facilities of Juice Press (the mini-chain responsible for a sizable amount of our weekly New York budgets) was kind of like trekking to the health nut’s version of Mecca.