Montauk General Store, founded by Kate Diament, has become one of the most recognizable emerging lifestyle brands in the country through its highly curated pop-ups, house-made matcha drinks, and collaborations with top retail partners. The organization captures the summery, coastal spirit of the Hamptons and brings it to major cities through limited-run experiences that consistently draw long lines, high social engagement, and strong crossover with fashion, wellness, and culture. Following sold-out activations with Magnolia Bakery, Vita Coco, Lands' End, Role Model, Culture, Aerie, DOEN, Joan's on Third, and more, Montauk General Store is launching a new series of matcha pop-ups all over the country, New York City, Los Angeles, Miami, Austin . These events combine matcha service, merch drops, and curated partner products, creating an ideal environment for brands that want to intersect with youth culture, lifestyle consumers, and trend-forward audiences. Brands have the opportunity to activate onsite, sample products, co-brand merchandise, participate in content-driven collaborations, and tap into the strong earned media Montauk General Store reliably generates.