The Journey So Far… (And what’s next)

April 8, 2026

The Journey So Far… (And what’s next)

If you’ve been here since the very beginning or even if you’re showing up now, you know this isn’t your usual coffee brand story. It started as a joke. An idea tossed around on a podcast by Rory Sutherland about how ridiculous coffee menus have become. But that throwaway provocation planted a seed, and suddenly, we were building something real.

From those early concept sketches to hosting one of the most talked-about coffee pop-ups of the year, the journey’s been equal parts chaos, caffeine, and community.

January 2026: Building, tasting, and coming alive

We kicked off the year by fully committing to the concept. No menus, no million options, just a commitment to a perfect flat white and the bold idea that simplicity itself is a statement. We met Rory, dialled in what the drink should actually taste like, and even built our own pop-up structure because, like everything we do, we don’t half-arse it.

Merch drops, big photos, bigger energy

Mid-January saw the launch of our merch – tees, mugs, travel gear – the kind of gear you actually want to wear and that funds the dream. We even did a giveaway because why not make free coffee rain?

28 January: the first real-world test

On 28 January at Outernet, Tottenham Court Road, we served flat whites to everyone who rolled through. Thousands of coffees, thousands of conversations, and a whole ton of energy. It wasn’t just a pop-up, it was proof that if you strip away the fluff and do one thing damn well, people show up.

Now? Still Hustling, still brewing, still planning

Here’s where we’re at today:

☕️ Merch is still live on the site: tees, mugs, bags, and more. And every purchase helps push us closer to the next stage.
🌱 We’re developing our own beans, not just any beans, our beans. Because telling you we mean business means actually sourcing and roasting coffee that delivers on that promise.
📍 A new pop-up (or more than one) is in the works, and we hope to announce details very soon. This isn’t small talk: we’re making moves, and we’ll drop the info as soon as it’s locked in.

So, if you’ve been here from day one, cheers. If you’re just joining, you came at the right time.

Flat white or f*ck off.
Here’s to what’s next.