Jaylen Brown’s lifestyle business, 7uice, has a new home. The former All-Star held a well-attended grand opening for his new retail space in Boston’s Seaport on Saturday. Brown joined many of his colleagues in greeting fans, signing autographs and introducing a new line of gear. The store will remain open for the next three months.

Those who arrived at the event early received free items. Everyone who stopped over was welcome to take photos with Brown and try out some of the latest 7uice products. CelticsWire spoke with some of the fans in attendance, asking why they appreciated the brand and wanted to attend the event.

Leah from Allston, for example, stated that she like the style of the merchandise but also values the brand’s ethics.

“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.

Some folks went all out to ensure a spot at the head of the line. One such fan, Phil from Cumberland, Rhode Island, arrived at 7:30 am and was among the first in the store.

“I had to show up and show love to Jaylen,” Phil said. “It’s a beautiful day in the city.”

Phil gave a special cheer when fellow Rhode Islander and Celtics head coach Joe Mazzulla appeared. Several Celtics players attended the event, including Grant Williams, Jayson Tatum, Derrick White, and Sam Hauser. The atmosphere was warm and cheerful.

“It’s all good vibes,” Hauser told CelticsWire before heading into the store. “Elite vibes” Derrick White added, following his teammate in to check out what 7uice had on offer.

Lucas from South Boston focused on the same theme. “I’m just here to soak up the feelings. It’s fantastic; they’ve got the DJ going. “It’s a beautiful autumn day.”

Boston’s regular season begins in ’22-23, and Saturday’s event was a terrific way to end a long offseason. Fans and athletes were able to enjoy a fun celebration while still sharing space.

Chief marketing officer for 7uice and Jaylen’s older brother Quenton Brown explained what success looked like for the afternoon. “Success is a beautiful world where we’re united with love and kindness.”

For the 7uice Brand, it certainly appears Saturday was a success indeed. Boston opens the regular season Tuesday evening at home against the 76ers.