Bridging Borders Through Coffee, Culture & Community
More than coffee. More than culture. A movement.
The Opportunity
Coffee is a $100B+ global industry, but Black representation remains low.
Cultural storytelling has the power to expand brand reach and create deep consumer engagement.
This collaboration unites commerce and culture in a way never seen before.
Positioning Sailor's Brew as a cultural product alongside Humblux within the Canadian cultural industry is a strategic move that benefits both brands while creating a niche clientele and broader market traction. The cultural industry generates CAD$58.5 billion annually—more than double the Canadian coffee industry's revenue—and employs over 648,000 people, demonstrating its economic strength.
By integrating Sailor’s Brew into cultural spaces, events, and collaborations, we can capitalize on Canada’s coffee consumption habits (2.7 cups per day) while aligning with a sector that thrives on experiences, storytelling, and lifestyle branding. This approach not only expands Sailor’s Brew’s market share within the coffee industry but also positions it as an essential cultural product, making it a staple within creative communities.
This strategy allows us to tap into a broader, more engaged audience that values both coffee and culture, fostering deeper brand loyalty and unlocking new revenue streams through cross-industry collaborations, exclusive experiences, and cultural partnerships.
A Collaboration Rooted in Destiny
The Story
After two years of searching for a Black coffee partner, London Smalley discovered Sailors Brew—a brand from his hometown, Pasadena.
When his brother Zachary returned to Altadena, he found himself displaced by the Altadena fire disaster.
While attending a community prayer meeting, Zachary realized that his longtime study mate was Travis Sailor, co-owner of Sailors Brew.
A partnership was born—one that honors our shared history and drives a powerful movement forward.
Cultural Production for a New Era
Who We Are – Humblux
About:
Family-owned business led by the Smalley family.
Specializing in cultural storytelling, music, fashion, and events.
Focused on bridging borders and empowering Black businesses.
a call to boldly set sail: A Coffee Brand navigating a Legacy
Who Is – Sailors Brew
Philosophy:
Sailor’s Brew Coffee LLC is more than just a coffee company—it’s a movement, a call to action for dreamers, doers, and pioneers. Founded in 2018 in the heart of Pasadena, CA, we are a Veteran-owned and operated business with a mission to bring exceptional coffee and inspiration to every cup.
Our story began with a commitment to quality and authenticity. From sourcing the finest beans to perfecting our roasts, we strive to provide an unparalleled coffee experience for our customers. But we didn’t stop there. We knew that great coffee could be a vehicle for something even greater: inspiring individuals to be bold, ambitious, and creative in pursuing their goals.
Our motto, “Boldly Set Sail,” serves as a compass, guiding our customers to embrace life’s challenges and seize new opportunities with confidence. Whether you’re a go-getter closing deals, a mover shaping the future, or simply someone seeking a spark of inspiration, Sailor’s Brew is here to fuel your journey.
Description:
Inspired by Mathieu Da Costa, the first known Black navigator in Canadian history.
Represents resilience, exploration, and the power of storytelling.
Exclusive co-branded blend sold through both companies’ channels.
Revenue Model:
Wholesale partnership: Humblux purchases at wholesale, handling retail.
Profit-sharing model: Negotiable revenue splits on specialty products.
Introducing the Coffee That Bridges Borders
The Mathieu Da Costa Blend
The Campaign & Engagement Strategy
More Than a Coffee—A Cultural Movement
Key Initiatives:
Coffee & Culture Events: Live activations featuring music, food, and storytelling.
Merchandise Collection: Co-branded apparel and accessories.
Exclusive Music & Content: Short films, hip hop releases, and cultural narratives.
Community Outreach: Tied into the “Dena is Not for Sale,” Altadena Rebuild and Little Burgundy arts movements.
A conceptual example of a potential four-song EP titled Humblux x Sailor’s Brew: Sets Sail, designed to further drive awareness of the collaborative campaign and create additional revenue opportunities through collective marketing efforts.
A Movement with Built-In Demand
Market Potential & Audience
Core Audiences:
Coffee lovers seeking Black-owned specialty coffee brands.
Hip hop & cultural enthusiasts who align with authentic Black storytelling.
Community-driven consumers supporting local and family businesses.
Growth Potential:
Opportunity to scale across online sales, retail, and pop-up experiences.
Stronger Together
Mutual Benefits & Why It Works
For Sailors Brew:
No upfront investment.
Increased brand reach, cultural credibility, and new customers.
Exclusive product storytelling beyond traditional marketing.
Growth Potential:
Reach into the Canadian market with opportunities to scale across online sales, retail, and pop-up experiences.
For Humblux:
A respected Black-owned coffee partner.
Unique coffee blend that expands storytelling into new industries.
Deeper integration into community and commerce.
Let’s Make It Happen
Next Steps
Key Actions:
Finalize partnership terms (branding, pricing, revenue sharing).
Launch development and roll out of the Mathieu Da Costa Blend.
Plan first co-branded event & marketing campaign.
Call to Action: We’re ready to move forward — understanding the necessity to connect, discuss and exchange ideas in efforts to finalize the details.
Bridging Borders, One Cup at a Time
Contact & Closing Statement
Contact Details:
Humblux Team
Sailors Brew Team
Email & Social Media Links
info@humblux.com
IG: @humblux