This month, start-up brand DIRTEA launched at Selfridges as part of the retailer’s SUPERMARKET – a four-week experiment which ‘imagines an earth-conscious shop of the future’.
Open until 30th April, DIRTEA’s pop-up coffee shop is serving and selling a range of hot drinks from an entirely mushroom-based menu, including its organic and natural Mushroom Coffee Super Blend, Mushroom Cacao Super Blend, Lion’s Mane Mushroom Powder, Cordyceps Mushroom Powder, Reishi Mushroom Powder and Chaga Mushroom Powder.
“We’re thrilled to be featured as a pioneering brand as part of SUPERMARKET,” says DIRTEA co-founder Andrew Salter (pictured with brother and co-founder Simon). “As a company, we’re passionate about giving people the tools they need to naturally enhance their wellbeing. We’re on a mission to empower people to take control of their health one sip at a time and aim to achieve this by educating consumers about the healing and functional benefits mushrooms have offered ancient cultures for centuries.
As a company, we’re passionate about giving people the tools they need to naturally enhance their wellbeing
“There is a huge and growing body of evidence to support the role of mushrooms for improved mental and physical health and with the launch of the DIRTEA range we’ve made consuming mushrooms a natural and delicious part of your daily routine so you can live a life powered by mushrooms, a sustainable, natural ingredient sourced directly from nature.”
Located at The Corner Shop in the Oxford Street store, SUPERMARKET is designed to highlight the future of shopping with a focus on sustainability and consumption and showcased a number of ‘trailblazing, innovation-leading brands’.
For the month-long event, the DIRTEA team are wearing uniforms created through a partnership with David Gandy Wellwear – the eco-conscious fashion brand founded by British model David Gandy – which were co-branded with the DIRTEA logo and mushroom. “It was such a natural fit for us,” comments Gandy. “As brands of the future, we share a mission to improve people’s wellbeing and empowering them to live happier, stress-reduced lives, whilst balancing work, travel and play.”