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Introducing Cup of Joe: the denim brand that's putting the pleasure back into jeans

By Partner


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Image: Cup of Joe

In today’s shifting fashion landscape, trends are always coming and going. But one item remains one of the most-worn garments in the world. One that continues to transcend time, trends, and social class: denim jeans. From the early gold rush of the 1850s and the birth of the original blue jeans as practical work wear to the use of denim during WWII and denim's rise to fame in the 1950s and 1960s as the ultimate casual bottoms, it is impossible to imagine a modern-day wardrobe without denim. Some would even argue that denim has become an essential in our daily life, just like a cup of coffee. That philosophy is one of the driving forces behind Cup of Joe, a leading denim brand with a vintage-inspired minimalist approach set to take the fashion world by storm. Founded with a mission to simplify the denim world and add pleasure to our lives, Cup of Joe is all about simplicity, approachability, and reliability. To learn more about Cup of Joe, what they stand for, and the lifestyle they serve, we spoke with Berk Yaffe, marketing manager at the brand.

'Every new day is another chance to wear a Cup of Joe.'

What is Cup of Joe?

Cup of Joe is a denim brand with a vintage-inspired minimalist approach. Founded with a mission to simplify the denim world and add pleasure to our lives, we believe in being approachable, involved, and reliable at Cup of Joe. These values are at the core of everything we do, from designing our denim to serving our customers. Our brand is all about building relationships, both with our customers and within the denim industry. We want to ensure that everyone wearing our denim feels good and confident and that we are doing our part to make the denim industry a better place for everyone.

Where did the name Cup of Joe come from?

It all started with a Navy Secretary named Josephus Daniels, who decided to resolve the mess on his ships by banning alcohol from the fleet. The sailors turned to coffee as their drink of choice, and thus the term "Cup of Joe" was born. At Cup of Joe, we love the idea of taking something simple and turning it into something special. We think today’s denim world is quite messy, with confusing claims and extravagant market prices. We want our denim to be just like that cup of coffee: essential, reliable, and enjoyable, just to make the lives simpler for all of us. Would you care for one?

What makes Cup of Joe unique?

Inspired by an everyday lifestyle, we believe that your day is as good as your denim. We offer an extensive collection of denim items inspired by vintage denim because we believe that denim does not age; it only evolves with time. No matter which fit you are looking for, there is always a style for you at Cup of Joe. Our collection has been expertly designed and manufactured for an everyday fit, offering you another chance to wear a Cup of Joe every day.

Image: Cup of Joe

Who is Cup of Joe's main customer?

Our brand caters to various customers, each with unique style and needs. From the casual adventurer, to the urban explorer, and the timeless classic wearer, our denim is for everyone, every day. Whatever your style, we have denim jeans that will work for you. Our collection offers an effortless style that is perfect for anyone who wants to look and feel good without putting in too much effort. This is why having a global reach is essential for Cup of Joe. We want to be a brand that is accessible to anyone, no matter where they are in the world. That is why we have recently expanded to Canada, with more expansion plans on the horizon. We believe that denim is a universal language, and we want to speak that language with as many people as possible.

What is Cup of Joe's viewpoint on sustainable production within the denim industry?

"At Cup of Joe, we believe that sustainability is an essential part of the denim industry. We take a holistic approach to sustainability, focusing on human rights, the environment, innovation, and economic development. We are committed to reducing our environmental footprint and have specific goals to achieve this. For example, we have programs to reduce water usage, use more sustainable cotton, and reduce the use of harmful chemicals in our production processes. We have begun several R&D projects, such as recycling our denim cutting scraps from production to use for future garments, thereby reducing waste. We also have Naturight tags on our denim products, which provide information on the denim's environmental impact and are produced using low-impact denim finishes and more sustainable cotton to identify them easily."

Image: Cup of Joe

How is Cup of Joe innovating its denim offering?

Innovation is also critical to Cup of Joe. We always look for new ways to improve our denim products and production processes. We have developed unique products like our recycled denim pockets that reduce waste and create new design opportunities. We also have antibacterial finishes on some of our products, which help to keep them fresh and clean for longer and reduce the need for frequent washing.

What are Cup of Joe's plans for the future?

In five years, we see Cup of Joe as a globally recognized brand known for its reliable and sustainable denim products. We want our C logo to be synonymous with quality and simplicity, and we want to continue to innovate and improve in everything we do. Our goal is to make denim a pleasure for everyone, and we believe that we can do just that with Cup of Joe. Our unique approach to denim, combined with our commitment to sustainability and innovation, makes us a brand that is worth checking out. We invite you to join us for a Cup of Joe with us.

Read more about Cup of Joe on their brandpage
Cup of Joe