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Rooted in counterculture and hippy ideologies, in recent decades the soap brand turned into a major household name - being sold at all major US retailers, and across the world.
General Irving [Official]
New York was once a city of destination dining, where people might eat breakfast in one borough before meeting for dinner in another. Close to a year after the onset of the coronavirus pandemic, however, something has changed. “People want to go one place and then go home,” says Nate Adler, owner of Gertie in Williamsburg, one of the neighborhood’s beloved and best-designed restaurants.
That’s the idea behind
General Irving, a new cafe and general store created by Adler with help from Chris Chavez, co-founder of plant delivery company Rooted. Located at 1210 Halsey Street, near Wilson Avenue in Bushwick, the restaurant opened its doors in mid-December with a stacked roster of talent backing its kitchen. Star pastry chef Melissa Weller, who is currently taking up residency at Gertie, helped design the cafe’s menu, which is executed by chef Mark Taylor, formerly of the East Village’s well-reviewed Prune.