Last month, Drugstore—the Hamptons pop-up from chef and restaurateur Jeremy Fall—got flagged on Instagram for apparently “selling drugs.” Instead of freaking out, Fall turned it into an opportunity, drumming up limited-edition bags printed with the word “Drugs” on them, captioning the post with, “We don’t sell drugs, but we get it: wellness this good can feel illegal.”
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Really, it is no surprise that Fall's arrival into the wellness sphere has similarly made a splash, as the multi-hypenate has been known to cause a scene. Making a name for himself on the West Coast, the former fashion designer and entrepreneur's first mission was to bring the cool factor back to nightlife. Over the years, Fall added more titles to his resume, most notably restaurateur. Appeasing the late-night crowd with drunken challah French toast and cereal milk-infused cocktails (Nighthawk: Breakfast Bar) and selling secret sandwiches out of the back of a repurposed liquor store (Tinfoil Liquor & Grocery), Fall caught the attention of Roc Nation, becoming the first-ever chef-restaurateur to be represented by Jay Z’s brand in 2018. His secret to success? Using food as a conduit for his many, many interests.
“Everything I do has been to use food as a platform to collaborate with other mediums like fashion, music and entertainment,” he said.
But by 2019, Fall had all but left the industry, feeling burnt out. He sold all of his L.A. restaurant ventures to K2 Restaurants and began venturing into the NFTs and crypto sphere with his Web3Media brand, Probably Nothing. Still, he kept a hand in the kitchen, notably cooking alongside Grammy-winning singer Miguel for their Facebook Watch series, “Beats for Breakfast.” But when it came to returning to the restaurant industry, he reasoned he had to create something that was “unbelievably authentic to me.”
Fall found that “unbelievably authentic” thing as he explored his own health journey. Addressing his mental health in his book, "Falling Upwards: Living the Dream, One Panic Attack,” Fall simultaneously began researching foods that would benefit his body, studying seed oils and proper sourcing. Six years after launching his last concept, Fall came to the Hamptons this past June, introducing his all-day, clean kitchen concept, Drugstore. And while yes, the food is healthy, Fall is making sure to not be a “dick about it.”
“We don't use the term healthy. [We are] trying to do things that are better for you—that could be a burger, a sandwich, a salad,” said Fall of Drugstore’s seed oil-free and ethically-sourced cuisine. “We use good ingredients, but we're also not trying to shove that in everyone's face. It's just what we do.”
But what has been shoved in all of our faces via social media is Fall’s rainbow bright smoothies. Quickly becoming the “it girl” of Amagansett, Drugstore’s smoothies easily drew comparison to Erewhon for its multicolored blends and its $20 price tag. (Fall reasons that the grocery store “raised the standards” when it comes to smoothies and that there are “worse people to be compared to.”) But coming this month, New Yorkers will no longer have to travel to the Hamptons for a colorful cold one, as the chef is permanently opening a Drugstore location in Time Out Market New York, Brooklyn this September.
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Naturally, the smoothies will be making an appearance, including crowd favorites like the Golden Glow made with organic pineapple, orange and carrot juices and a blend of collagen, turmeric and lion’s mane, and the charcoal-based Zero Gravity with organic cherry and blue spirulina and ceremonial grade matcha. However, the all-day cafe will also have plenty to indulge in that doesn’t require a straw, such as the Salmon BLT Wrap with ginger-miso marinated salmon, Matcha Chia Pudding soaked in coconut milk and grab-and-go items like overnight oats. Breakfast will be served all day, including the best seller from his pop-up, the Bacon Breakfast Burrito.
To kick off his arrival in New York proper, Fall is throwing down with an AM dance party, holding a sober rave on the 5th floor of the market hall on September 7. His personal friend DJ Samantha Ronson will be spinning the tunes while Fall will bring the libations, aka the iconic smoothies, and previewing dishes from the upcoming concept. So come rise and shine and see what's new.