DIRTEA launches functional mushroom pop-up cafe and shop at Selfridges as part of ‘SUPERMARKET’

DIRTEA, a new range of powders and super blends which deliver the healing and transformative powers of mushrooms launches at Selfridges as part of ‘SUPERMARKET’, a four-week retail experiment which imagines an earth-conscious shop of the future, available to visit from 4th -30th April 2022.

Taking place at The Corner Shop located on the ground floor of the iconic Oxford Street store, ‘SUPERMARKET’ will highlight and examine the future of shopping habits, owning the conversation about reinventing retail with a focus on sustainability and consumption. ‘SUPERMARKET’ will showcase trailblazing, innovation-leading brands including DIRTEA, which offers the future of natural, sustainable, functional nutrition with a range of pioneering powders and super blends which harness the powers of mushrooms, adaptogens and ayurvedic herbs to enhance health and wellbeing.

As part of ‘SUPERMARKET’, DIRTEA will be unveiling a coffee shop of the future, serving, and retailing a range of hot drinks made using their leading product range which instantly elevates your health with every sip. With a world’s first entirely mushroom-based menu which includes DIRTEA Mushroom Coffee Super Blend, DIRTEA Mushroom Cacao Super Blend, DIRTEA Lion’s Mane Mushroom Powder, DIRTEA Cordyceps Mushroom Powder, DIRTEA Reishi Mushroom Powder, and DIRTEA Chaga Mushroom Powder, the DIRTEA coffee shop will showcase the power of mushrooms, one of nature’s most magical wonders and their wide range of health and wellness benefits.

“We’re thrilled to be featured as a pioneering brand as part of ‘SUPERMARKET’ and excited to showcase the DIRTEA range to Selfridges customers, allowing them to experience first-hand the positive, instantaneous health and wellbeing benefits the range offers” says Andrew Salter, Co-Founder of DIRTEA. “As a company, we’re passionate about giving people the tools they need to naturally enhance their wellbeing. We’re on a mission to empower people to take control of their health one sip at a time and aim to achieve this by educating consumers about the healing and functional benefits mushrooms have offered ancient cultures for centuries. There is a huge and growing body of evidence to support the role of mushrooms for improved mental and physical health and with the launch of the DIRTEA range we’ve made consuming mushrooms a natural and delicious part of your daily routine so you can live a life powered by mushrooms, a sustainable, natural ingredient sourced directly from nature. We believe that mushrooms mark the future of wellness and that their undeniable health benefits will positively transform consumer behaviour and challenge the norm, which is why DIRTEA and the ‘SUPERMARKET’ concept are so perfectly aligned.”

In another exciting first for the DIRTEA brand, they have also partnered with David Gandy Wellwear, the eco-conscious fashion brand founded by British supermodel David Gandy, to create comfortable, stylish uniforms for the DIRTEA team to wear during ‘SUPERMARKET’. As a long-term fan of DIRTEA, Gandy was delighted to support the pop-up concession, saying “It was such a natural fit for us. As brands of the future, we share a mission to improve people’s wellbeing and empowering them to live happier, stress-reduced lives, whilst balancing work, travel, and play.”

The DIRTEA team will be wearing Wellwear’s Ultimate Hoody, Ultimate Jogger and Ultimate Crew Tee; all in Wellwear’s distinctive ‘workwear blue’, a colour scientifically proven to have a positive impact on us both cognitively and affectively, and as a nod to earth month. To give the outfits a unique touch they have been co-branded, a first for Wellwear, embroidered with the DIRTEA logo and mushroom.

The DIRTEA Pop Up Cafe and Shop will be open from 4th -30th April, located in The Corner Shop, on the Ground Floor of Selfridges Oxford Street.

For further information on the DIRTEA range visit www.dirteaworld.com.

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