Introducing No.1 Cubs
Follow the bear
What began as a few early morning chats between college friends has grown into one of Cornwall’s most distinctive independent brands. No.1 Cubs has built a loyal community from Watergate Bay to Mevagissey. We take a look at how it all started — and how the Cubs ethos of creativity, connection and good coffee continues to grow.
No.1 Cubs began in 2018, sparked by early morning lifts to rugby training and conversations between college friends. What started as casual idea-sharing quickly took shape, evolving into one of Cornwall’s most exciting brands – blending speciality coffee with timeless, coastal-inspired clothing.
Their first ever event saw them create simple work T-shirts, originally just for the team to wear. But after a few people started asking to buy them, a small website followed. Soon, their online clothing range was up and running.
At the same time, founder Matt was falling in love with the world of coffee. After completing barista courses while studying Sports Science at university, he began to dream of bringing both passions – coffee and clothing – together under one roof. That idea became Cubs.
The name No.1 Cubs came about one night after a long shift. The goal was to find something animal-inspired — a name that felt bold, strong, but still playful. After sketching out logo ideas and experimenting with different styles, the bear stood out. Full of character and energy, it captured the spirit of the brand and quickly became its identity.
The coffee side of Cubs evolved just as organically. With a family history rooted in hospitality — his grandparents once ran a café — it felt like a natural step. It all began with a small van and a few summer events around Cornwall. Simple beginnings, but driven by passion.
Then we got the chance to set up a pop-up at Charlestown harbour. I left my job and decided to back myself fully. That pop-up became a permanent spot and not long after that, we were given the opportunity to serve coffee at Watergate Bay. We converted the original van and started pouring flat whites out the back. Eventually we upgraded to a bigger van so the baristas could actually stand up and we kept going through the winter.
An opportunity to run a pop-up at Charlestown Harbour marked a turning point. Matt left his job to focus on the brand. What started as a temporary setup quickly became a permanent fixture, and soon after, Cubs was invited to bring coffee to Watergate Bay. The original van was converted to serve flat whites by the sea, and eventually upgraded so baristas could keep serving, even through the depths of winter.
From wild winter storms to golden tide-in evenings, Cubs has now been part of the Watergate community for five years. In the summer months, Cubs run a regular Monday evening community run club open to both locals and hotel guests, with no pressure, just movement, connection, and good energy.
Their Aerohub café in St Mawgan fuels the business crowd, while their flagship store in Mevagissey brings together both arms of the brand: clothing and coffee, all in one place.
What drives them is a simple combination of passion, hard work, and love for what they’re building. And by all accounts, this is still just the beginning.
