There’s a stop on my Montauk map, and it might be my new favorite.
Montauk General Store just opened its first permanent storefront at 805 Montauk Highway, and walking in felt like stepping into a memory I didn’t know I had. Think ’80s Malibu surf shack meets midcentury design, driftwood textures, stainless steel finishes, and vintage coastal Americana all layered together in the most effortless way.
The story behind this place is what really gets me. Founder Kate Diament started Montauk General during her senior year of college, and what began as a feeling, a nostalgia for old surf shacks and small-town general stores and that magic of discovering something special on vacation, has turned into a full-blown lifestyle brand with pop-ups from New York to Miami to Aspen to Austin. And now, finally, a real home.
I bellied up to the matcha bar first and watched them hand-whisk a ceremonial-grade matcha latte. Then I wandered the shelves, which are just so thoughtfully done. Apparel, pantry goods, ceramics, books, wellness finds, all curated with this relaxed but elevated coastal spirit. Every shelf feels like a little discovery, exactly what Kate was going for.
I loved what she told me: “Montauk General was always meant to feel like a place people wanted to step into. Somewhere you stop into after the beach, still sandy and sunburnt, where matcha is being whisked all day long and every shelf feels thoughtfully discovered.”
There will be limited collabs, seasonal exclusives, and community events rotating through all summer, so this is officially on my list of favorite Montauk stops. Kate is young and ambitious, and she is building something so special out here. I cannot wait to watch where she takes it next.
