The Weeknd is expanding his creative universe, but his next move is probably something you wouldn't expect.
Even ahead of an expansion of his After Hours Til Dawn world tour happening this summer or the anticipated premiere of his acting debut in the upcoming HBO Series The Idol, the superstar has more on his plate. The musician, born Abel Tesfaye, is partnering with Blue Bottle Coffee on Samra Origins, a new brand and coffee product offering inspired by The Weeknd's own Ethiopian heritage. Named after his mother, Samra, the new line pays homage to not only his family roots but also his shared respect for Ethiopia and its own coffee traditions. The African country is world renowned as being the birthplace of coffee.
"Blue Bottle Coffee’s deep roots in Ethiopia made this a natural partnership for me," The Weeknd tells BAZAAR exclusively about the new launch. "My parents emigrated from Ethiopia and my deep appreciation for the country and its people is shared by everyone involved in Samra Origins.”
For The Weeknd, Samra Origins is a new passion project based on a core family memory of watching his mother perform Buna Tetu, a traditional Ethiopian coffee ceremony. "Samra Origins is a true passion project that I hope will inspire curiosity and encourage support for Ethiopia’s people, while also spreading the warmth and friendship so ingrained in Ethiopian culture," he explained.
The first product from Samra Origins will be the Exceedingly Rare Ethiopia Wolde Faye Koricha COE#7, a single origin whole bean coffee, available exclusively online at samraorigins.com. Fans are able to sign up via waitlist to purchase when it's available starting May 9. Later this summer, Blue Bottle will introduce the Samra Origins Blend—crafted by The Weeknd and his mother—which will be available to purchase as whole beans in Blue Bottle cafes or as cold brew for a perfect summer sip.
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