Our brands
NXT partners with leading creators and talent to build culture-first, commercially scalable brands. We transform creative ideas into trend-driven products, global brand extensions, and long-term ownership opportunities — not one-off collaborations.
Hands Down Coffee
By Khaby Lame
Hands Down Coffee is the new lifestyle-led coffee brand from global creator Khaby Lame. Built on simplicity, flavour, and everyday ritual, it translates Khaby’s universal, no-words-needed sensibility into a coffee brand for everyone. Inspired by his upbringing in Italy and coffee’s role in bringing people together worldwide, Hands Down Coffee makes great-tasting coffee accessible, fuss-free, and designed for real life — wherever you are.
Don Beauty
By Stefflon Don
Island 54 is a joint venture between Hero NXT and Stefflon Don, created to develop culture-led consumer brands that extend her influence beyond music. The partnership launches with Don Beauty, Stefflon Don’s debut fragrance collection — a six-piece range celebrating self-expression, confidence, and cultural identity. Inspired by her Caribbean heritage and British roots, each scent reflects her unapologetic style, emotional strength, and global appeal.
TEKS
By Ben Nuttall
TEKS is a performance-led nutrition brand built at the intersection of sport, culture, and content. Fronted by one of the UK’s most-watched football creators, Ben Nuttall, the brand combines best-in-class product innovation with authentic cultural relevance. Designed to fuel both performance and everyday life, TEKS offers smarter snacking with purpose — supporting grassroots sport while connecting with a new generation that values health, impact, and credibility.
Cloud One
By Michele Morrone
Cloud One is an ultra-luxury non-alcoholic champagne brand created by actor-artist Michele Morrone in partnership with Hero NXT. Crafted through an artisanal, labour-intensive process, Cloud One delivers a refined, celebratory experience that rivals the world’s finest champagnes — redefining sophistication, elegance, and luxury for those who choose intention without alcohol.
Frobelles
By Yvonne & Alyssa
Frobelles is an award-winning Afro hair styling and dress-up game created to empower and represent Afro-curly-haired children worldwide. Founded by London-based mother-and-daughter duo Yvonne and Alyssa Ottley, the brand was born from a simple question about representation in games. Today, Frobelles has grown into a vibrant edutainment platform championing self-expression, afro hair positivity, and cultural pride across digital content and products.
