Alex Matthews at Juice Served Here in downtown Los Angeles.
Alex Matthews: From Fashion To Juice & Back
Almost everyone in L.A. fashion in the past eight to nine years crossed paths with Alex Matthews. He served as the national retail director for denim line G-Star, he was a man about town, but in 2008, he wanted to do something different. In fact, it was a far leap from denim.
He started his own cold pressed juice label, called Juice Served Here. Making the jump from the rags trade to health foods seems like taking a jump into the great unknown. But Matthews had a special interest in juices. He started making his own juices to control his Psoriasis, an auto-immune disease that wreaks havoc with skin.
Matthews said that his juices and a new diet helped him control his Psoriasis, and a lot of people thought the juices tasted good. So he tried something new, shifted careers, emptied a bank account, and in 2009 he opened the first Juice Served Here store in Los Angeles’ Venice section.
Fast forward to Jan 31, 2015, Matthews returned to his old stomping ground and opened a Juice Served Here location at 833 S. Spring St., a half block away from the Fashion District. Juice Served Here shares the space with Verve, a gourmet coffee roaster based in Santa Cruz.
Of course the spirit and art of fashion was inserted in the Spring Street Juice Served Here/Verve location. Some of the place’s benches and seats are covered in denim fabric.
