I have to admit, I’m a sucker for small details in coffee apparel. Don’t get me wrong, I love a big, striking design taking up as much surface area on a shirt as the printer could be cajoled into allowing, but put a simple logo tag on a beanie or a batch brew recipe inside a dad hat and my gotta-have-it-now coveting goes through the roof.

Luckily for me, Los Angeles’s No Free Coffee trades in both bold expressions and craveworthy understated flourishes, and there is no greater nexus of these two than their Plum OG Hoodie.

As a brand, No Free Coffee very much lives in here and now. With no real brick-and-mortar to speak of (yet), this Sprudgie Award nominee hosts pop ups around LA that generate a hype similar to that of exclusive shoe drops, due in no small part to the cryptic clues found on their Instagram leading up to the event. No Free Coffee and their founder Mario Kristian take a similar approach to their apparel: limited releases in get-them-while-you-can quantities with new designs dropping semi-regularly to keep the looks fresh.

For the latest drop, happening today, April 9th, No Free Coffee is bringing back the fan-favorite Plum OG Hoodie. One of the first releases by NFC, the Plum OG Hoodie is a rich purple (y’know, plum) garment featuring the brand’s two hearts logo on the front and the very clean No Free Coffee logo on the back, both in a striking pink. But the real pièce de résistance comes in the smallest of touches, including the NFC tag sewn into the collar and the minute two hearts logo tag attached to the front hoodie pocket.

To learn more about the No Free Coffee and the Plum OG Hoodie, and what’s next for NFC, we spoke digitally with Mario Kristian.

Do you have any new merch you want featured in the Coffee Merch series? Let us know!

This interview has been lightly edited and condensed for clarity.

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via @NoFreeCoffee on Instagram

Can you tell us a little bit about your brand, No Free Coffee?

No Free Coffee is a pop up concept and lifestyle brand centered around coffee and experiences. Here today and gone tomorrow.

What was the inspiration for the Hoodies?

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The sweats and hoodies are just one of those classic silhouettes and pieces that we wanted to intro first, as we get into more exciting products.

Can you tell us a little bit about the design? Did you work with anyone to create it?

The NFC logo was inspired by the overall coffee design and esthetic from the 50’s, and was designed by the artist Stix. The two hearts are reminders to lead with love no matter what.

no free coffee mug

The Hoodies are part of a larger release. Can you tell us what else is dropping in the collection?

The plum OG hoodies were part of our first ever pop up release, so we’re bringing those back one more time before hoodie season leaves us, and because people won’t stop spamming our comments about them lol. Along with the hoodie we’ll be offering the NFC coffee mug as well.

What are some brands—coffee or otherwise—that inspire you?

NFC is inspired by good taste in tech, fashion, food, etc, but one brand that we inspire to be like is Stussy, they’ve been super solid for a while and doesn’t look like that’s changing anytime soon.

Can you give us a few details about the Hoodies?

The Plum OG hoodies are 14 oz Super Heavy Weight, each one is dyed and puff printed here in Los Angeles, CA. It’s true to size, but we recommend going a size up for a better fit in our opinion :-)

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via @NoFreeCoffee on Instagram

What’s your favorite coffee garment in your closet right now?

My No Free Coffee worker coveralls. The pant legs lay on the Union 1’s crazy.

What’s next for No Free Coffee?

We’re going to continue to produce pop up events, making thoughtful product, and overall thinking of and presenting coffee through a different lens. We’re planning to be the first coffee & lifestyle shop on Mars, so we need to start designing what that looks and feels like.

How can folks purchase the Hoodies?

The OG hoodies and Mugs will be available for purchase today, April 8th, through the Instagram Shop tool.

Thank you!

Do you have any new merch you want featured in the Coffee Merch series? Let us know!

Zac Cadwalader is the managing editor at Sprudge Media Network and a staff writer based in Dallas. Read more Zac Cadwalader on Sprudge.

All photos courtesy of No Free Coffee