Throwback to Russell Brand's revolutionary café venture in east London
Throwback to 2015 when Russell Brand traded his comedy mic for a coffee cup, launching the Trew Era café. Located on East London's New Era housing estate, this social enterprise was more than just a café - it was a statement against corporate tyranny and for community upliftment.
Russell Brand's Foray Into Grassroots Movements: A Cup of Coffee at a Time
The glitz and glamour of Hollywood stand in stark contrast to the gritty streets of East London. Yet, back in 2015, a slice of celebrity descended upon the borough with the opening of Trew Era café. "Thanks for coming to this thing, I feel like a minor royal without the allegations,” quipped Russell Brand as he debuted his social enterprise cafe. It was a business venture unlike any other – and unmistakably "Brand" in its fervor and spirit.
A Café with a Conscience
Situated opposite Hackney's New Era housing estate, the café wasn't gunning for the title of 'next best hipster spot'. Instead, it aimed to be a beacon for the community. The venture stemmed from the profits of Brand's book "Revolution", where he rambled, raged, and reflected on the need for societal upheaval. Trew Era was envisioned as a lasting emblem of a successful grassroots campaign against the eviction of the New Era housing estate's 93 residents by a US firm. “This cafe is going to be run by people in abstinence-based recovery. It’s a model which is not for profit, a fully self-supporting new economic enterprise," Brand had proclaimed.
Despite the lofty ideals, the café had its own set of quirks and quibbles. Picture this: shelves lined with organic brown bags of coffee and tea, tempting cheesecakes whipped up by Lindsey Garrett, a frontline campaigner against the New Era evictions, and the promise of ethically sourced produce. But amidst these promising beginnings, the café grappled with rookie troubles – an impending kitchen, erratic power supply, and the everyday challenges of a fledgling enterprise.
Trew Era Cafe (Source: Huffpost UK)
Brand's Brew of Social Activism and Caffeine
For the residents around the New Era estate, Russell was more than just a celebrity. He was a savior, a catalyst for change. “It’s an amazing thing that he’s done this cafe because he’s ingratiated himself with our community," remarked Ann Taylor, a local resident. Many saw the Trew Era as a testament to the community's spirit. A place for meetings, musings, and mobilizing more campaigns. A spot where coffee and conversations blended seamlessly.
Even local businesses welcomed Brand's quirky enterprise. Ozam, a barber shop owner nearby, appreciated the footfall brought by the café. “Look, it is already bringing people to the area which is good for my business,” he noted.
Looking back from 2023, one can't help but reminisce about the time Russell Brand decided to brew up change with a side of caffeine. Whether the Trew Era café signaled the dawn of a new era or just a fleeting moment in time, one thing was certain: it made a statement. As the curtains came down on Brand's speech at the café launch and he stepped in for a green juice, someone from the gathering hollered, "Well said Russell. Now, any chance of an Americano?”.
A blend of activism, aspirations, and of course, Americanos. That was Russell Brand's tryst with Trew Era café.
(Several parts of the text in this article, including the title, were generated with the help of an AI tool.)
Updated: October 20, 2023 05:28 PM IST
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