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The Trew Era Café is a non-profit coffeehouse established in March 2015 in Hackney, East London. The café, opened by comedian and activist Russell Brand, was funded by profits from his 2014 book, Revolution.[2][3]

Trew Era Cafe
Trew Era Cafe logo.png
Restaurant information
Established26 March 2015 (2015-03-26)
Current owner(s)The Forward Trust
Street address34 Whitmore Rd., Hoxton
CityHackney, East London
Postal/ZIP CodeN1 5QA
CountryUnited Kingdom
Seating capacity30[1]

The café name and logo come from its location on the New Era estate and from Brand's web series, The Trews.[4]

In September 2016, Brand donated the cafe to The Rehabilitation for Addicted Prisoners Trust (RAPT) whose London Recovery Hub is located next door to the Trew Era Cafe. [5]



During promotion for his book, Brand stated that he would use the profits to fund a social enterprise to employ former drug users in "abstinence-based recovery" and help them return to work.[4]

The café is located on the New Era council estate, whose residents faced eviction in 2014 when their rents were to be tripled by a new owner, Westbrook Partners. They campaigned against the proposed purchase by Westbrook, and Brand supported and drew attention to the residents' cause. In December 2014, Westbrook backed out and the approximately 100 families of the New Era estate ultimately were able to stay.[2][6]


In February 2015, work began on the facility, next to a printing shop and a barbershop.[3] The location was formerly a clothes shop but was empty for some time.[1] The café opened its doors on the morning of 26 March 2015, with approximately 200 people coming for the event.[4]

Brand stated that he hopes to have a chain of self-supporting social enterprises.[4] On the café opening, he told the crowd, "In this book, I wrote about how the way to change politics is not depending on the existing political class and the existing political system, but for us ourselves to start grassroots movements like what has happened on the New Era estate...this café is going to be run by people in abstinence-based recovery. It's a model which is not for profit, a fully self-supporting new economic enterprise."[3]

As of July 2015, the cafe employed seven recovering addicts, who are paid £9.15 per hour, and a manager.[7]


  1. ^ a b Butter, Susannah (27 March 2015). "Russell Re-Branded: how London's favourite revolutionary turned coffeepreneur". London Evening Standard. Retrieved 27 March 2015.
  2. ^ a b Nelson, Kate (26 March 2015). "Russell Brand to open 'social enterprise' cafe in East London". The Daily Telegraph. Retrieved 27 March 2015.
  3. ^ a b c Ellis-Petersen, Hannah (26 March 2015). "Russell Brand donates Revolution book profits to New Era cafe". The Guardian. Retrieved 27 March 2015.
  4. ^ a b c d "Russell Brand outlines vision for "new economic enterprise"". Warrington Guardian. Press Association. 26 March 2015. Retrieved 27 March 2015.
  5. ^
  6. ^ Cunningham, PJ (27 March 2015). "Brand's café on London housing estate to employ recovering addicts". Lonely Planet. Retrieved 27 March 2015.
  7. ^ Ridley, Louise (25 July 2015). "Russell Brand's Trew Era Café Is Turning Around The Lives Of Recovering Drug Addicts". The Huffington Post. Retrieved 4 December 2015.

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