Jaylen Brown opens new 7uice store in Boston’s Seaport with plenty of fanfare

Celtics players and fans mingled and celebrated as Jaylen Brown’s 7uice Brand opens new pop-up space in Boston’s Seaport.

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.