00:00Pusha T. and Pharrell Williams launch Grindin' Coffee
00:04Terrence, Pusha, T. Thornton, and Pharrell Williams have announced Grindin' Coffee,
00:09a coffee brand for people working toward their next goal.
00:12Powered by Lavazza, the Italian coffee company crafting coffee since 1895,
00:17it combines their love of coffee with the focus defining their careers.
00:21The duo developed their appreciation for coffee over years spent in recording studios,
00:27gyms, and traveling the world.
00:28The name connects to one of their most important records.
00:33Clips released Grindin' in 2002, produced by Pharrell.
00:38Pusha and I have been building together since the beginning, Pharrell said.
00:43From making Grindin' back in 2002 to now, it has always been about intention and focus.
00:49Coffee has always been part of that discipline, now it has a name.
00:53P and I were waking up really early, like 5am early, Pusha explained.
00:59That was our routine.
01:00Alarm goes off at 5, we're up, and the first thing we're doing is black coffee,
01:05or the strongest espresso we can find.
01:07They'd create, ride on bikes for 25 miles, then create again.
01:12That cycle recently fueled Let God Sort Em Out, the first new Clips album in 16 years.
01:18Our customer is someone who builds things, Pusha said.
01:22The kind of person who wakes up and gets to work, who works out every day, who builds a
01:27strong community around them.
01:28It's all about the grind, Pusha continued.
01:31It's the first move before you build something.
01:34That's why this brand exists.
01:37Grindin' Coffee launches with two blends.
01:39The dark roast from Central and South America and Southeast Asia features cocoa, caramel,
01:45and brown spices.
01:46The medium roast from South America offers bittersweet chocolate, caramel, and roasted
01:52hazelnut notes.
01:52Both are available in ground and whole bean formats.
01:57Lavazza was founded in Turin, Italy in 1895 and remains family-owned.
02:02The company operates in 140 markets, with nine manufacturing plants across five countries.
02:08The partnership gives Grindin' Coffee access to over a century of coffee expertise.
02:14The launch marks another evolution in Pusha, Tee, and Pharrell's partnership.
02:18Their work has produced memorable records and expanded into fashion and business.
02:25Let God Sort Em Out earned five Grammy nominations and won Best Rap Performance.
02:30Pharrell received the 2026 Dr. Dre Global Impact Award.
02:34Now they're bringing their work ethic into coffee.
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