# Celebratory Coffee Lover Apparel 'As of Latte' is a Clothing Line for Serious Coffee Fans By Ell Smith | Published 2017-06-27 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/as-of-latte References: [producthunt](https://www.producthunt.com/posts/as-of-latte) & [asoflatte](https://www.asoflatte.com/) 'As of Latte' is a clever [clothing company](https://www.trendhunter.com/trends/cool-to-connect-1) that celebrates all things coffee. The apparel was inspired by not only the energizing drink, but by the lifestyle that surrounds it: a seriously committed market with a soft spot for humor and edge. Mugs reading "I'm sorry I'm not feeling very worky today" and t-shirts with adorable cartoon designs with "espresso yourself" printed on them are a few of the products available that let the world know you're a coffee lover. The company cleverly infuses its brand with [pop culture references](https://www.trendhunter.com/trends/starbucks-new-ads) to create an apparel line that's reflective of the personalities, likes and dislikes of the people wearing it. Coffee culture is a community which extends further than the product itself, creating room for companies like 'As of Latte' to capitalize on the culture and lifestyle that surrounds it. ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 63% | Activity: 26% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) ## Key Themes ### Key Themes Behind This Trend - **Coffee-inspired Apparel:** Opportunity to merge fashion and niche interests like coffee through unique apparel designs. - **Humorous Coffee Merchandise:** Chance to create merchandise that taps into the playful personality of coffee consumers. - **Pop Culture References in Coffee-wear:** Opportunity to incorporate references to current events, memes, or internet culture into apparel designs for coffee lovers. ### Where This Applies - **Fashion:** Fashion companies can explore customization options for niche consumer interests like coffee through unique designs. - **Merchandising:** Retailers can offer playful and humorous merchandise that reinforces the culture surrounding coffee enthusiasts. - **Hospitality:** Coffee shops and cafes can provide unique merchandise for customers that reinforce the coffee culture, increasing brand loyalty and sales. ## Related on Trend Hunter - [Coffee-Focused Lifestyle Capsules](https://www.trendhunter.com/trends/lazy-oaf-3.md) - [Limited-Edition April Fool's Lines](https://www.trendhunter.com/trends/oops-collection.md) - [Coffee Lover Holiday Collections](https://www.trendhunter.com/trends/coffee-lover-holiday.md) - [Gen Z Coffee Brands](https://www.trendhunter.com/trends/couplet-coffee.md) - [Limited-Edition Barista Fashion Ranges](https://www.trendhunter.com/trends/oatly-and-kids-of-immigrants.md) - [Bakery-Themed Apparel Lines](https://www.trendhunter.com/trends/road-bread.md) - [Cozy Retro-Inspired Apparel](https://www.trendhunter.com/trends/retro-collection.md) - [Modern Coffee Packaging Designs](https://www.trendhunter.com/trends/happy-products.md) - [Collaborative Coffee-Celebrating Lines](https://www.trendhunter.com/trends/finnish-coffee.md)