The Story Behind the Fueled by Coffee Collection
Share
Everyone loves coffee, or at least it seems that way.
Coffee is universal. It’s tied to everyday life. It becomes part of your rhythm, your routine, and sometimes even your identity.
So last year, when I was putting together a cross country collection, I started thinking about the intense loyalty people have to coffee — and the intense loyalty people have to cross country.
And somewhere in that overlap, the Fueled by Coffee idea was born.
Because both things have a way of becoming part of who you are.
Cross country is not just a sport. Running is not just exercise. Triathlon is definitely not just a hobby. And for a lot of people, coffee is not just a drink.
It’s identity, it’s consistency, it’s part of how you live.
I drink coffee. I run.
It’s who I am.
It’s what I need to keep going.
That idea seemed to naturally move from cross country into running, triathlon, and even biking. Different sports, same devotion. Different routines, same need. Different communities, same strong sense of identity.
The shirts are simple by design. They’re meant to be fun and stylish, but they’re also meant to quietly say something about what drives you as a person.
And then my friend Lisa got me thinking about books and recovery days.
Because not every day is a hard training day. Sometimes endurance looks like slowing down. Sometimes it looks like rest. Sometimes it looks like a good book, a good drink, and letting the body and soul recover.
That’s how Fueled by Coffee & Books made its way into the collection.
Books require endurance too — just a different kind.
We’ll probably add more to the list over time, because coffee has a way of showing up in all of it.
The early alarm.
The long drive.
The morning run.
The packet pickup.
The cross country meet.
The quiet recovery day.
The next chapter.
There’s usually a coffee for that.
The funny thing is, I don’t actually like coffee.
I want to. I love the idea of it. My friends tell me I’m not manly enough-- haha.
But my drink of choice is tea.
So very soon, a set of 'tea' shirts will be joining the lineup too — including one that feels a little more like summer in the South.
Until then, the Fueled by Coffee Collection is here for the runners, triathletes, cross country athletes, readers, and anyone else who knows that what fuels you often says something about who you are.
Endurance, Always.
Written by Qavah Designs — gear for the endurance life.