Back in early 2025, absolute PR legend Rory Sutherland first suggested his idea of Flat White or F*ck Off. A coffee chain that served nothing but flat whites. If you didn’t want a flat white, the clue was in the name.

Then what? →

Charlie, a graphic designer from up North, inspired by Rory decided to create the FWoFO logo in his spare time between real jobs. But he wasn’t able to stop. And before he knew it, Charlie had a whole brand. But he didn’t have any plans to use it.

What now? →

Then came Tom, who wanted to make Flat White or F*ck Off a reality. So he slid into Charlie’s DM’s and asked him if he wanted to make it happen for real. And so two total strangers went into business together running a coffee shop that didn’t exist. Tom started broadcasting FWoFO to the world.

And then? →

Tom and Charlie had loads of ideas but hadn’t done anything like this before. That was until Will and Lucia Sudlow of Ask The Impossible (an agency who has done everything before) offered to make the theoretical coffee shop a reality.

What next? →

And so, with the blessing of the patron saint of Flat Whites, Rory Sutherland, the trio began finalising plans for the first Flat White or F*ck Off pop-up according to the fundamental principles of Rory’s original idea. (They also hand delivered a flat white with a coffee vape and Cano water to Rory as a thank you.)

Now what? →

On 28th January, at 7am, the first Flat White of F*ck Off opened to the public at OUTERNET, outside Tottenham Court Road Station. We were flat out, and served 1,500+ flat whites across 12 hours.

But this is just the beginning…