12 February
a decent conversation with Coffee Brigade
Inspired by the café culture in Milan, Jamie founded Coffee Brigade - running a vintage red fire engine van in Essex, and more recently, a pop-up cart in the heart of London. We had the pleasure of chatting with him about how Coffee Brigade came to life and what makes it special.
Would you mind telling us how The Coffee Brigade came about?
Coffee Brigade began in 2018, when I moved to Milan for work and became immersed in Italian coffee culture. I fell in love with the idea of the pausa, stepping away from a busy day to enjoy a quick espresso at the bar. It wasn’t just about the coffee, but about connection, routine and taking a moment.
Back in the UK, that experience stayed with me. I started studying with the Speciality Coffee Association to better understand what makes great coffee and quickly discovered the depth of craft behind it. After more than ten years in corporate roles and completing culinary training at Le Cordon Bleu London, I decided to fully commit to Coffee Brigade. Our coffee cart at St Marylebone Parish Church marks the latest chapter in that journey.
You’ve been using Decent packaging since 2022! What’s been the best part about working with decent?
Decent felt like a natural fit from the start. The quality, consistency, and sustainability of the packaging align closely with our own values, but there’s also a strong visual connection.
The red cups have become our go-to option and work perfectly alongside our vintage red Renault Estafette fire engine. They feel instantly recognisable and very much part of our identity. Customers notice the cups, and that matters. Packaging is part of the experience, and working with Decent helps everything feel considered and cohesive.
Is there a particular event or location where you’ve set up your coffee cart that really stands out?
Our pitch at St Marylebone Parish Church stands out the most. The setting itself is special, with its historic columns and portico creating a calm space just moments from the bustle of Baker Street.
What really makes it unique is the mix of people we see every day. We serve tourists visiting nearby attractions like Madame Tussauds, office workers starting their mornings, churchgoers, patients visiting the GP located within the church, and people passing through on walks from Regent’s Park. Seeing all those different worlds intersect over a coffee is something we really value.
If you weren’t working in the coffee industry, what do you think you’d be doing instead?
I’d be baking. I recently graduated in Boulangerie from Le Cordon Bleu London and have developed a real love for working with dough and early morning pastries.
In the future, we’d love for Coffee Brigade to grow into a permanent space where great coffee is paired with freshly baked goods. Morning pastries feel like a natural extension of what we already do.
What do you enjoy most about serving coffee at events and pop-ups?
Meeting people is a huge part of it, but it’s also about exceeding expectations. Event coffee often has a reputation for being rushed and poor quality, so customers usually arrive expecting very little.
Being able to serve a genuinely well-made cup and see that moment of surprise is incredibly rewarding. Those reactions remind us why quality still matters, even in fast-paced environments.
Since opening, what are the most important lessons you’ve learned along the way?
Learning to adapt has been crucial. Listening closely to customers and responding to what they actually want often leads the business in unexpected but positive directions.
Staying flexible, while still holding onto your standards, is one of the biggest lessons we’ve learned so far.
Do you have any controversial coffee opinions or hot takes?
