May 21, 2025

Grey Grounded: Coffee, Culture & Creative Grit in the Heart of the City

In an age of quick trends and curated chaos, there’s something powerful about staying consistent. For Jolin Wong, founder of Nononsense Coffee, the idea of “Grey Days” isn’t just a campaign — it’s a lifestyle. Built on clean lines, honest work, and staying true to one’s roots, this café represents more than just a place to get your caffeine fix — it’s a quiet rebellion against the noisy and the temporary.

Beginnings Built on Belief

"Jolin started Nononsense Coffee with a simple goal — “I just wanted to get the basics right” — and though building it from scratch as a young entrepreneur came with distractions and doubts, she stayed focused, trusting the process because, as she says, “The people… the regulars and the team who believe in the work — that’s the reward.”

Clean Fits, Clear Vision — The Grey Day Connection

“I’ve always liked clean looks. I think style is about owning who you are — not chasing what’s loud or trending. When you’re comfortable being yourself, that’s when things fall into place.” That same philosophy shows up in how she dresses, runs her café, and approaches life. Her go-to sneakers? The New Balance ML574EVG — a quiet icon. “They’ve been with me through it all — from opening day to long shifts behind the bar. Timeless, comfortable, solid. Just like the brand itself.”

Of Spaces, Style & Intentionality

Jolin sees a strong link between personal style and the spaces we create, explaining, “Style shows up everywhere — not just on your body, but in the design, the details, the movement,” yet when it comes to branding, she stays grounded: “It’s not about me, it’s about the bigger picture — the brand, the team, the customer,” a mindset that makes Nononsense Coffee feel thoughtful and community-driven, not just curated for show.

Identity Over Aesthetic

Jolin doesn’t claim to speak for her whole generation, but she puts it simply: “We care about meaning… authenticity isn’t a buzzword to us — it’s something we can feel,” which is why Grey Days isn’t just a campaign, but a mirror of the quiet dedication and real energy behind the craft.