“I didn’t know the steps in-between, which in itself is a metaphor for what this whole club stands for.”
“Basically, I love coffee,” Eve starts. After releasing a trailer to her Instagram on 15 July, Eve was hurdled by speculation about what the Millennial Coffee Club brand was going to be, “Putting coffee aside for one second, my other main pride in life, my passion, my joy that I wake up and I love is my YouTube channel. But, more importantly, my little YouTube community.
“It’s something I think about a lot, and it makes me a little bit emotional when I think about it. But when I think of viewers watching this channel, I feel like we’re all very similar people. We’re all chaotic memes of humans trying to find their ways through life, blindfolded, like, ‘What’s going on?'”
Explaining how this is something she knows she would love if she, herself, were a viewer of her channel, “I feel like we’re a community of people that are just so driven and so ambitious, and whether you watch my study vlogs to be productive, whether you watch my study vlogs because you want to be a lawyer – whatever reason why you’ve been brought to my channel, I do believe we’re all here because we all have that common interest and that common ambition and drive and determination to just be successful.”
Moving on to how the concept of the coffee brand itself came along, Eve shares, “Imagine me, poolside, in Sicily, August 2018. I remember saying to my dad, ‘Look, I have these two things that I care about so passionately: one being coffee and the other being my YouTube channel community. How do I combine them? What can I do to create something bigger than just my channel itself?'”
Eve goes on to discuss the initial issues with this plan, how back then she didn’t have the audience she has now and how that might bring about some difficulty. “Basically, I knew what I wanted to do, I knew what I wanted my end goal to be, but I didn’t know how to get there,” she explains. “I didn’t know the steps in-between, which in itself is a metaphor for what this whole club stands for.”
Talking about how she managed to make her dreams into a reality, Eve mentions that she found a vast support network who helped her. Debunking her use of the word “millennial”, she quickly sidetracks to mention what she means by her use of it, ” I used the word ‘millennial’ because I think it represents a new generation of thinkers and a new generation of young people. I think we challenge social norms and the status quo a lot more as young people, and that’s why I wanted the club to celebrate that, celebrate the new generation.
“So, the Millennial Coffee Club is meant to be a collective, or a movement, or a club of young people who are all working together to be really passionate and driven and ambitious about their goals and their future. That in itself is what the brand is. And, with that in mind, the Millennial Coffee Club is a coffee product brand that will be releasing a number of products in a number of seasons throughout the year.”
However, Eve makes it clear that those products are not initially going to be physical coffee itself, although that is the primary end goal. “First and foremost, this brand is releasing coffee-related products, things like flasks, mugs, coffee cups.” Eve hints earlier in the video about the confusion that the trailer initially caused her viewers, with some questioning whether they were planning on releasing coffee at all.
On 6 August 2019, the Millennial Coffee Club will have its first drop, releasing the original black hoodie seen in the trailer, as well as a secret product that Eve has been “working on for a really long time”. She mentions that it is “completely customised” and will come in “completely customised packaging” that she has designed herself. We, for one, can’t wait to see it.
Those wishing to learn more about the Millennial Coffee Club can do so by visiting the brand’s official website!