Our new name was inspired by the artful and funky buses used for public transportation across Latin America, “colectivos” (co-lec-TEE-vos), and the iconic part of everyday life they represent for everyday people. We thought this was a great match for our us and the collective experience we share with our customers and community. As Ward put it, “If our cafes could be put on wheels, I think they’d be colectivos.”
A couple of weeks before announcing our new name, we traveled to Antigua, Guatemala to pick up a vintage, restored 1958 colectivo bus and bring it home to Milwaukee. It was quite literally, a bumpy and exciting ride. Watch the video to learn about our trip, the history of colectivos, and the spirit behind our new name. And keep an eye out for our colorful little bus, hitting the streets surrounding our cafes very soon. Viva Colectivo!