Passion, transparency, sustainability, artistry, knowledge and life-enriching communal experiences: these are the guiding principles on which Lateef was founded. Embracing new modes while respecting the existing rhythms, notes and tones of global tea culture, Lateef is tightly focused on sharing its love of loose-leaf tea and the communal rituals around it.
At the heart of Lateef’s offering is a range of loose-leaf teas selected and showcased in partnership with artisan growers and makers around the world. These teas were chosen, following an extensive period of research and partnership building, to deliver of flavour, richness and vibrancy, resulting in loose leaf teas that range from subtle and gently sweet, to heady and intense.
Much care and attention has been given to developing partnerships with skilled tea curators based in different parts of the world, with sustainability and transparency at every stage of the process. Consumers will be provided with information on the sources of Lateef’s loose leaf teas and the new generation of growers and makers behind them, with their stories taking pride of place on the company’s website.
Naturally, Lateef takes tea seriously. A desire to showcase the potential and subtle variety of the beverage and the plant behind it is at the very forefront of its’ offering, alongside a desire to promote the well-known health, wellbeing and mindfulness benefits. Lateef will do this respectfully, with due reverence to thousands of years of tea culture, while looking for new ways to engage with drinkers and take their passion for loose leaf tea to a new audience.
A key aspect of this approach is to embrace the almost endless potential of enjoying tea with friends. Lateef takes cues from both existing tea rituals, ceremonies and social heritage, and the extensive experiences of its founders within art, music and wider popular culture. Taking the route less travelled, Lateef will tread a respectful path while introducing experiences in a variety of social settings that appeals to – and ultimately enhances the social lives of – drinkers who may yet to have embraced more traditional tea rituals.
