House of Lassgård
Our Origin
House of Lassgård was established in 2024, built on the foundation of Lassgård Coffee, which began in 2017 between Sweden and Colombia.
Rooted in Colombian craft and shaped by Scandinavian design, the House creates author-driven brands for athletes and creators who seek to build something that lasts.
House of Lassgård
Österlen, Sweden, 2021
2017 — The Return to Medellín
In 2017, David and Hanne traveled to Medellín together for the first time — and for David, it marked his first return since adoption. The journey was personal.
What followed was unexpected.
Through coincidence — or synchronicity — we encountered a five-generation family coffee farm in the Andes, where farmers had only recently gained the right to roast and export their own coffee.
There were no certifications and no narratives.
Only coffee, shaped by time and place.
We tasted it and felt its depth.
Years later, that moment would quietly become the beginning of Lassgård Coffee.
2021 — The Bag That Started It All
With limited means, we made a deliberate choice.
Instead of altering the farmers’ original coffee bag, we enclosed it in a letterpress sleeve, produced in Malmo. The structure stayed honest. The expression changed.
It became our first visual code.
Carried through streets, displayed in stores, and shared organically, the bag moved beyond packaging and into presence.
What began as a simple gesture became a defining moment — our first breakout, and a lasting signature.
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2021 - From Home to Restaurants & Retail
Our growth began locally, the simplest way possible — door to door, inviting people to taste the Farmers Roast and letting the coffee speak for itself.
What started with conversations and shared cups quickly turned into trust.
Local retailers on Österlen began carrying Lassgård Coffee, including Eva Troedsson, Biograf Spegeln, Interflora, ICA Kvantum, Gustafs på Österlen, and Stationen.
No launch strategy.
Just presence, patience, and real relationships.
This was how Lassgård grew — organically, from the ground up.
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2021 — The Launch That Opened the Door
We opened our first European webshop — built from our home, crafted with the same hands that packed every bag.
The story reached Gävle Dagblad, and suddenly our small beginning wasn’t so small anymore.
It was the moment the world took its first look at what we were creating.
2021 - The Voice That Carried the Farm
Rolf Lassgård, Hanne’s father, appeared on camera once — intentionally the first and the last — holding a simple sign: Farmers Roast.
Not as a spokesperson, but as a marker of transition.
The gesture was never meant to create a figurehead.
It signaled legacy, continuity, and a house built on more than a single voice.
Behind the camera stood Hanne, shaping the frame and the rhythm.
The moment became a quiet, spiritual act of creativity — shared across generations.
No script.
No performance.
Just one intentional gesture, carried from the farm to the screen.
2022 - From Craft to Presence
In 2022, Lassgård Kaffe introduced its first printed coffee bag, featuring the Sherpa motif that would shape the brand’s visual language.
The year also brought wider visibility through Gefle Dagblad and conversations on our own podcast, House of Lassgård, where we hosted cultural and public voices, including Filip Berg, Nikita Uggla, Simon Kyaga, Vera Herngren, and Nooshi Dadgostar, among others.
A moment when craft began to travel — without losing its essence.
2022 - First impressions
In 2022, our coffee began circulating quietly among creatives, actors, founders, and public figures — long before public launches or formal partnerships.
Early tastings were shared within these circles, and the responses were unprompted, focused on taste and experience rather than exposure.
While a few early voices helped open the conversation, it was our customers who truly defined Lassgård Coffee — through hundreds of organic, five-star reviews.
A quiet beginning, built on trust, not promotion.
"There is coffee, and then there is COFFEE. WOW"
- Swedish actress Helena af Sandeberg
2022 - Live Where It Grows
In 2022, we made a decision that would change everything.
Together with our two children, we left Sweden and moved to Medellín, Colombia — becoming a first-generation immigrant family. For David, who was born here but never lived in Colombia, it marked a return as much as a beginning.
The move was driven by more than coffee.
It was about living closer to origin, deepening our craft, and choosing a future shaped by openness, perspective, and opportunity for our children.
What began as a practical step became a spiritual and pivotal moment — one that grounded Lassgård not only in where coffee grows, but in how we chose to live.
2023 - 2024 - When Our Life Became a Story
Between 2023 and 2024, Lassgård Coffee and the Lassgård family began appearing in Swedish media — organically and without a press plan.
Vagabond published a major feature on place and origin.
SVT expressed interest in a documentary proposal from the farm in Colombia.
Livets Goda highlighted taste and philosophy.
Mackmyra hosted a collaborative tasting that sold out.
Tidningen A published a personal feature on Juan David Lassgård.
Femina and Allers highlighted Hanne Lassgård and the family’s values-driven way of living.
Not campaigns, but independent editorial moments — a quiet body of work becoming visible, forming the foundation for what followed.
2023 The Black Bag — A New Chapter
Following the rebranding of Kaffe by Lassgård, to Lassgård, we introduced our black bag.
Developed together with one of Medellín’s leading design talents, the black bag marked the beginning of our luxury line — defined by restraint, craftsmanship, and clarity. The rebrand simplified the name, strengthened the identity, and established a visual language designed to endure.
The black bag became our foundation:
a limited-edition format, released in seasonal labels, used for small-batch coffees and experimental lots.
It reflects our approach — considered, intentional, and never mass-produced.
(Branding guidelines link here.)
2024 — A Line Born From the Andes
In 2024, we introduced our first signature limited-edition coffee line — three specialty coffee blends inspired by Colombia’s regions, native animals, and the stories carried by the Andes Mountains.
(See the Sherpa origin design outlines → link here.)
That same year, we produced our first brand film — the video shown here.
A slow-drip ritual filmed in Medellín, featuring a local model, focused on time, movement, and restraint rather than spectacle.
The film was created to honor Afro-Colombian heritage, cultural identity, and presence, while introducing the Coffee Drip Edition as a quiet expression of ritual, craftsmanship, and specialty coffee culture.
A defining moment where origin, craft, and storytelling came together.
2024 — A New Chapter in Culture
Lassgård has been part of Scandinavian cultural life for more than four decades.
In 2024, that legacy expanded.
From supporting the Swedish Film Festival, to entering a high-end retailer in Los Angeles, to serving our coffee at Ystad’s iconic film studio, our presence moved naturally across borders and creative spaces.
During the same period, we became a preferred coffee choice within the film industry.
Universal Production selected Lassgård for their sets, their teams, and their creative environments — integrating coffee into the rhythm of production and storytelling.
A new chapter in a cultural legacy that has always belonged to the House.
2024 — The Creator That Changed Our Direction
In 2024, we launched our first brand created outside Lassgård — a Latin American creator collaboration that quietly redefined our direction.
The project validated our full blueprint: creation, production, distribution, and delivery.
What we had proven in Europe and the United States held with the same precision in Latin America.
It marked the moment we moved from being a coffee brand to operating as a brand house — able to build and scale fully owned brands across markets.
From this point, we chose to work with athletes, creators, and cultural figures.
The direction of the House became clear.
2025 — The Year We Became House of Lassgård
Brazil SIC 2025
In 2025, Lassgård was selected as one of only 15 international companies invited to participate in SIC Brazil’s International Buyer program — representing Colombia and showcasing our brand house model, reflecting growing recognition of our approach across Latin America.