Before JOE & THE JUICE existed, Kaspar Basse worked in an advertising agency. Inspired by food & beverage concepts like Starbucks and cafés in clothing stores, he asked his two good friends about opening a café & juice bar in their clothing store Rue Verté on Ny Østergade in central Copenhagen. Basse and his cousin Morten “Morty” Basse made a presentation for their parents. Morty’s parents thought it was a bad idea and pointed out that he needed to finish his education but Basse was very determined to open with or without Morty.

Eventually, Morty travelled to Nice to work as a chef while Basse opened the first JOE & THE JUICE store in Rue Verté alone. Morty returned to Denmark after 3 months and started immediately working as the second employee in the store.