Decades after dropping a hip-hop classic, Pusha T and Pharrell Williams are channeling their unmatched Virginia synergy into a whole new hustle. The legendary pair officially launched Grindin Coffee in New York City.
For the launch, they teamed up with historic Italian roaster Lavazza for a high-end lifestyle play, Vibe reports. Fusing street culture, custom blends, and studio-honed precision, the launch proves their iconic drive hits just as hard in a cup as it does on a beat.
“Pusha and I have been building together since the beginning,” Williams said in a statement. “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.”
Pusha T says Grindin stems from their relentless creative work ethic, where studio late nights and early mornings were powered by coffee.
“P and I were waking up really early. Like 5 a.m. early,” said Pusha. “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.”
On Monday (Sept. 14), Williams. Pusha, and Lavazza were present for the unveiling of Grindin to the public at dual launch events in New York City. Attendees enjoyed their first tastes of the coffee. The first event took place at Ludlow House, while a second party at Time Again brought together Questlove, DJ Kast One, Hxlt, and more, helping celebrate the special occasion.
“Our whole rhythm is create, move, create again. Great coffee is a part of that cycle,” Pusha T said in a statement. “Grindin Coffee is for people who are doing something. People who are moving. People who wake up and attack the day. It’s not about sipping and easing into the morning. It’s about ignition.”