An album together isn’t all that’s brewing between Pharrell and Pusha T, who have just announced the beginning of their joint coffee venture together. The brand name is pure genius: ‘Grindin.’
If we know anything about these artists, it is that the constant grind has been a recipe for success for them. For Pusha T, it just means pushing a new, different kind of product; something tells us he’d be real good at this caffeine business.
The deal is powered by and in partnership with Lavazza, an Italian roaster active since 1895 and known for trustworthy coffee.
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As part of the announcement, the two also put out a clever trailer that looks like a high profile deal of a mystery “something,” that turns out to be bags of new coffee in branded crates. According to a press note, the first offerings of the coffee will be dark and medium roast blends.
“Pusha and I have been building together since the beginning,” Pharrell Williams said. “From making ‘Grindin’’ back in 2002 to now, it has always been about intention and focus. Coffee has always been part of that discipline. It has been in the room with us when we create. Now it has a name.”
Meanwhile, Pusha T spoke about routine and the conception of this idea. “P and I were waking up really early. Like 5 a.m. early… That was our routine. Alarm goes off at 5, we’re up, and the first thing we’re doing is black coffee or the strongest espresso we can find.
That’s how we were working. That was the fuel. We’d be in the studio creating, locked in, just grinding. And then from there we’d go ride twenty five miles on the bike. That was the whole rhythm, create, move, create again. Coffee was part of that whole cycle.”
We love the smell of what’s brewing. Check out the coffee offerings here!
