How Rough Guys Coffee Began
Rough Guys Coffee wasn't born from a business plan or a marketing strategy. It started with hustle, heart, stubbornness, and our love for good coffee. Grounded in a simple belief that coffee should build community, not just transactions.
With no investors or big backing, we began from the ground up. Long days, late nights, and a whole lot of learning things the hard way. We started with a humble setup, a passion for serving honest coffee, and a desire to create a space where people felt seen, not just served.
The name "Rough Guys" has nothing to do with being macho. It reflects something more real—the grit of people who've been through things, who carry stories, who value authenticity more than polish.
As we grew, we realised people weren't just coming in for caffeine. They were seeking grounding, nourishment, and something that fuelled both body and mind. That realisation shaped our evolution from Rough Guys Coffee to Rough Guys Co. Still deeply rooted in specialty coffee, now also home to wholesome salad and protein bowls. The philosophy remained the same: nothing fake, everything made with intention.
Our journey hasn't been smooth. We've gone through relocations, rebrands, quiet struggles, early mornings, late nights, and moments that would make most people walk away. But we stayed, because we believe the best things are built rough first.
We're facing what every small biz in Singapore are facing too: rent scares, relocations, uncertainties, sleepless nights, questioning whether to tap out. But we adapt, pivot, and we do our best to stay in the race.
"You had a rough day, not a rough life."
Today, Rough Guys Co. is a work-in-progress story of resilience. For the ones who show up tired but keep moving, chasing, rebuilding, and still figuring life out. For the ones who don't need perfection, and understand that growth can be messy.
This is Rough Guys Co.