Overview Montauk General Store is Kate Diament's Montauk lifestyle brand that travels as a matcha pop-up, and its three-day SoHo pop-up in May 2025 drew about 3,000 people, by the company's count. Each stop pairs house-made matcha drinks, made with ceremonial-grade matcha from Japan, with the brand's caps, hoodies and totes, usually alongside a partner brand. It ran 15 pop-ups in 2025, from Manhattan to Miami and Austin, and has also popped up in Aspen and Los Angeles. In July 2026 it opened its first permanent store, a matcha bar and shop at 805 Montauk Highway. On site A pop-up is a matcha bar and a merch table. The drinks are house-made matcha, and the merch runs to trucker caps, knits, hoodies and beach bags. In the Hamptons the early pop-ups ran at Doubles cafe and Hero Beach Club; in the city it has set up with Magnolia Bakery in New York and later Los Angeles, and with the travel company Fora for the three days in SoHo. The permanent store in Montauk is built like a 1980s Malibu surf shack with midcentury pieces, driftwood and stainless steel. Audience The following formed around the pop-ups: the summer 2024 run added about 5,000 Instagram followers, and pop-up traffic ran roughly four times the Hamptons location's. It reaches past the East End, too. Texas accounted for 25 to 30% of the brand's early online merch sales. Diament describes the store as the place people stop into after the beach, still sandy and sunburnt. Track record The first product, the Mermaid Cap, launched in June 2023 and became the bestseller, and the pop-ups started two months later. Diament took the brand full-time in summer 2024 and built it without outside funding. The May 2025 SoHo pop-up generated nearly 1 million impressions, per Inc. Brand presence Collaboration is the format. Hamptons pop-ups carried Alice + Olivia, Solid and Striped and Jones alongside the matcha; Magnolia Bakery hosted the brand in New York and Los Angeles; and Fora co-hosted the SoHo run. The online shop carries a Collabs line of its own.