Friedhats - Uganda Nyabirongo Washed 250g

Founded by Lex Wenneker and Dylan Sedgwick in Amsterdam in 2016, Friedhats is an independent specialty coffee roaster built around a simple idea: less marketing, more coffee. The pair first met at Headfirst Coffee Roasters, where Lex was already roasting and competing as a barista. When Headfirst closed, the two decided to start again together, creating a new roastery with a deliberately informal spirit and a focus on making coffee they genuinely enjoyed.

The name Friedhats is an anagram of Headfirst, giving a nod to the pair's previous venture while establishing a new identity. From the beginning, they wanted Friedhats to feel different from the increasingly polished and serious world of specialty coffee. Their approach was straightforward: find exceptional coffees, roast them well and let the coffee itself do the talking.

Friedhats sources coffee primarily according to flavour, working directly with producers as well as trusted European importers. The team focuses on roasting in a way that accentuates each coffee's natural characteristics rather than imposing a particular flavour profile. Transparency, consistency and quality are central to the process, with the ultimate aim being that the coffee tastes great regardless of who brews it.

The brand's irreverent personality is also evident in its visual identity. Artist Ivo Janss has been responsible for much of Friedhats' distinctive artwork, including its instantly recognisable Little Monkey Man. Interestingly, the team has deliberately avoided a rigid brand identity: Janss explains that one of the rules from the beginning was that the designs should have nothing to do with coffee, allowing the artwork to remain playful, unexpected and constantly evolving.

In 2018, Friedhats opened FUKU Café in Amsterdam's Bos en Lommer neighbourhood, creating a space where customers could experience the full range of coffees, from everyday espresso and filter coffees to experimental processes, rare Gesha varieties and competition-grade lots. The Japanese word Fuku refers to happiness or a warm, joyful experience, fitting neatly with the founders' uncomplicated ambition to enjoy what they do and share that enjoyment with others.

Today, Friedhats remains a micro-roastery in Amsterdam, continuing to put curiosity, quality and enjoyment ahead of marketing. Its coffees are sourced with care, roasted with precision and presented with a distinctive sense of humour, proving that taking coffee seriously doesn't mean taking yourself too seriously.