Let’s Tauk About Montauk General

The Montauk General Store is a luxury lifestyle brand that focuses on providing customers with “a curation of high-quality goods,” including its signature homegrown matcha drinks and powders, as well as top-of-the-line athleisure pieces. Spending her summers, and the entirety of the 2020 COVID-19 pandemic, in the Hamptons, Montauk General founder Kate Diament was inspired to bring the beach-town-chic energy of the East Coast to life through her brand.

Originally founded under the name The Montauk Country Mart, the brand has stayed true to its East Coast roots by partnering with well-known New York businesses from Montauk to Manhattan. Since its founding in 2023, The Montauk General Store has collaborated with major brands and artists to promote their work and distribute its products across the U.S. Without ever opening a permanent storefront, The Montauk General Store has reached thousands who are eager to get their hands on the brand’s exclusive, high-quality merch drops and specialty matcha drinks.

Meet the Founder!

Kate Diament, a 24-year-old entrepreneur, founded The Montauk General Store in 2023 with only $1,000 in her savings account, just a year after graduating college. A graduate of Syracuse University’s Bandier Program for Recording and Entertainment Industries, Diament used the small income she had saved from college internships to launch The Montauk General Store’s first product, a logo-embroidered mermaid cap that remains one of the brand’s best-sellers today.

She left her full-time job in the music industry a year later to pursue Montauk General full time. Since founding her brand, Diament has built a loyal following of more than 50,000 across various social media platforms — a community that has been key to shaping Montauk General’s strong brand image and identity.

Brand Collabs & Pop-Up Shops

The Montauk General Store has seen major success for such a young brand, just two years after its founding. It has collaborated with some of 2025’s hottest names, including Parke, Doen, and pop icon Role Model,  to bring Montauk General’s presence across New York.

In the summer of 2024, The Montauk General Store partnered with luxury fashion label Doen to provide customers with its homegrown matcha drinks outside the brand’s Sag Harbor storefront. The following May, the brand also took part in Parke Denim’s highly successful 2025 New York City pop-up, treating hundreds of Parke customers to Montauk General’s signature matcha lattes.

Later that month, Montauk General teamed up with pop artist Tucker Pillsbury, a.k.a. Role Model, to host a merch-and-matcha ice cream pop-up in Brooklyn, New York. The event featured their collaborative “No Place Like Home” collection, including an embroidered cap and T-shirt, along with an ice cream menu inspired by the places Role Model and Diament call home. 

Montauk General most recently partnered with New York bakery Eileen’s Special Cheesecake for a one-day-only pop-up event featuring matcha, merch and cheesecake. The menu included two specialty treats: an iced matcha latte with cheesecake sweet cream and a strawberry matcha cheesecake.

Montauk General’s Summer Storefront

Although Montauk General does not have a permanent storefront, the brand took on a summer residency in East Hampton in collaboration with Brunch Footwear, selling its merch and matcha in Amagansett Square from late May through early September.

What Does the Future Hold for The Montauk General Store?

“I want whatever I am building to change over time as I grow over time because it’s such a reflection of me as a person,” Diament said in an interview with Inc. magazine. She went on to share that she envisions multiple possibilities for the future of Montauk General, as her company is “constantly evolving.”

Kate Diament is living proof for aspiring young entrepreneurs and women everywhere that, even without vast resources or experience, passion, determination and confidence can turn any dream into reality. 

What do you think about Montauk General? Let us know your thoughts by mentioning @VALLEYmag on X!

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