The hustle is real.  Struggles come and go, but success goes to the hustlers.  It goes to the people who work hard everyday for a future that won’t be realized for another five or ten years.  Success is about facing the struggles and the daily grind of life, pushing  past problems and taking steps towards your dreams and goals.  Those steps of hard work and grit is what hustling is all about.  If I had to pick one word to describe the Bronx it would be grit.  The Bronx has always had a resolve to strive forward, even in the face of difficult circumstances.  The Bronx has always been a place where the creative,  the dreamers, and the hustlers can thrive.  It’s why we’ve created our coffee cup series.

Coffee is gatorade for the hustlers.  It’s the fuel that keeps us going late into the night and the energy we need to make it through the day.  It’s for the bold, the strong and the resilient.  It’s the Bronx’s drink of choice.

The blue and white cup with gold lettering is an iconic symbol of New York.  As new coffee shops and big corporations try to create their own coffee culture, every New Yorker knows that the best cup of coffee is $1 at the cart. It’s just part of the fabric of this beautiful city.

This series is our homage to the true New York and the perseverance we see in the Bronx everyday.  Pick up a tee,  hat or print and let your inner hustler drive you to achieve your greatest potential.