Why People Start Drinking Coffee: It’s About Identity

If you’ve ever wondered why people suddenly care so much about what kind of coffee they’re seen drinking, you’re not alone. It’s no longer just about caffeine — it’s about expressing something deeper.

The simple answer? Your coffee choice says a lot about you. Whether it’s a small Italian espresso, a Cortado, or a Blue Bottle takeout cup, the type of coffee in your hand instantly signals your lifestyle, taste, and even your social circle.

In the 18th century, coffee was a luxury reserved for European aristocrats. By the time it hit supermarket shelves, it had become a mass-market staple. But coffee never stopped evolving. As French business scholar David Dubois notes, coffee has always mirrored societal shifts and class tastes. Over time, it became a marker not just of class, but of individual identity.

Coffee as a Social Symbol

Today, coffee is more than a drink — it’s a cultural phenomenon. Since Starbucks went global, drinks like caramel macchiatos and expensive lattes became mainstream status symbols. Magazines in the early 2000s regularly featured celebrities like Mary-Kate and Ashley Olsen holding Starbucks cups, reinforcing the idea that coffee was integral to looking stylish. As journalist Hollie McKay wrote in 2007, “To be a true Hollywood It-girl, you needed an extra-large takeout coffee.”

But the coffee landscape has shifted again. According to a 2013 Daily Coffee News report, independent specialty coffee shops have overtaken big chains in popularity. Young consumers now flock to “third wave” coffee spots that emphasize quality, origin, and craftsmanship over speed and scale.

More Than a Drink — It’s Personal Style

The modern coffee scene offers unprecedented variety. Thanks to better roasting, brewing techniques, and global sourcing, coffee now comes in countless flavors, strengths, and presentations. That basic chain-store cup? It screams “busy office worker.” But a well-pulled espresso or a Cortado? That says you know coffee. A Blue Bottle cup? You’re officially part of the style-conscious coffee elite.

Your coffee choice isn’t just about taste — it’s a form of self-expression. It reflects how you see yourself and how you want others to see you.

Coffee Meets Fashion

This personal connection has made coffee a player in fashion and social media. Instagram is flooded with coffee-related content — over a million posts feature latte art and over three million focus on lattes alone. Ryan Glick, who started the @coffeenclothes account after moving from LA to New York, noticed how coffee culture intertwined with street style. His feed, which pairs coffee choices with outfits, quickly gained 20,000 followers in a week and now has 90,000. He believes your coffee preference reveals your personality. Do you go for a Flat White, a cortado, or a classic latte? Your choice says something unique about you.

“Coffee looks amazing and makes people happy,” Glick says. “It helps you find your own style.” Even Harper’s Bazaar agreed, running a January cover story asking, “What Your Coffee Order Says About Your Style?”

Brands Respond: Coffee as Lifestyle

Fashion brands have taken note. High-end labels are integrating coffee into their stores to enhance the customer experience. La Colombe, a well-known specialty roaster, has opened locations in trendy NYC neighborhoods. In September last year, Ralph Lauren launched a coffee shop on the second floor of its flagship store. As Dubois points out, “Coffee is becoming a tool for brands to add personality to their offerings.”

This trend taps into a broader cultural shift. As First We Feast noted, Americans increasingly value locally made goods — from selvedge denim and work boots to small-batch whiskey, vintage motorcycles, cast iron cookware, and yes, specialty coffee. It’s all part of expressing individuality.

Your coffee is just one piece of the puzzle — alongside your clothes, your home, your phone, and even your social media posts. But it’s one of the most visible, and most shared.

Frequently Asked Questions

Why did coffee become a fashion symbol?

Coffee became a fashion symbol because it reflects personal taste, social status, and lifestyle. As specialty coffee grew in popularity, drinking styles like lattes or Cortados became associated with being stylish or cultured, especially when sourced from trendy, independent cafes. Social media amplified this effect, turning coffee into a visible accessory like clothing or accessories.

What does your coffee choice say about you?

Your coffee choice communicates aspects of your personality and social identity. A basic chain coffee may suggest a busy, practical lifestyle, while a small espresso or third-wave drink like a Cortado implies a more discerning, quality-focused approach. Popular drinks like a Blue Bottle cup or Flat White are often seen as markers of sophistication or trend awareness.

How has coffee culture changed since the 2000s?

Since the 2000s, coffee culture shifted from mass-market chains to independent specialty shops. Early 2000s coffee was about status symbols like Starbucks lattes. By the 2010s, consumers favored third-wave coffee with an emphasis on origin, roast quality, and brewing methods. Social media also turned coffee into a personal style statement, especially through latte art and coffee-outfit pairings.

Why are fashion brands adding coffee shops?

Fashion brands are adding coffee shops to enhance the in-store experience and reflect a broader lifestyle appeal. Coffee adds a personal, local, and artisanal touch that aligns with current consumer values. Brands like Ralph Lauren and La Colombe integrate coffee to create a cohesive, upscale identity that blends fashion with everyday luxury.

How does coffee reflect social class today?

While coffee once clearly indicated class — from 18th-century European elites to 20th-century mass consumers — today it reflects more nuanced social identities. The type of coffee you drink and where you buy it can signal whether you’re mainstream, budget-conscious, or part of the specialty coffee scene, which is often associated with urban sophistication and connoisseurship.

What makes third-wave coffee different?

Third-wave coffee emphasizes quality over quantity, focusing on coffee origin, roast profiles, brewing precision, and fresh ingredients. It often involves single-origin beans, lighter roasts, and manual brewing methods like pour-over or espresso crafted with care. This contrasts with mass-produced, pre-ground coffee or flavored chain beverages.

Recommended FrontStreet Beans for Coffee Explorers

Try FrontStreet Coffee’s Ethiopia Huakui for bright floral and citrus notes, a great match for pour-over fans exploring specialty origins. Their Yirgacheffe offers juicy berry tones and a tea-like body, ideal for those appreciating delicate profiles. For something richer, their PWN Golden Mandheling delivers a full-bodied cup with chocolatey sweetness — perfect if you enjoy your espresso or Cortado with depth. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.