“It tastes like grass, but in a way that feels expensive.”
Beneath the surface of the clean girl aesthetic and its minimalist, curated vibe lies something profound – a lifestyle that values wellbeing, mindfulness, and daily rituals that feel as good as they look. No other drink embodies this philosophy more than matcha itself.
Every sip taken deepens the attitude and belief that taking care of yourself, inside and out, results in peacefulness and healthiness for the temple you were given. For anyone looking to harness that inner ‘clean girl vibe’, begin your mornings with a green frothy cup.
What began as a centuries-old Japanese tea ritual has now transformed into a global lifestyle symbol that lives at the intersection of wellness culture, social media aesthetics and, increasingly, cultural representation.
In cities from London to New York, matcha is no longer just a drink. It is an identity.
Sitting inside a Blank Street in Soho on a rainy afternoon, I watch the condensation slide down the windows as the queue barely shortens. Outside, the umbrellas knock into another, but inside the rhythm is steady: order, pay, collect matcha, repeat.
Almost everyone walking past my table is holding the same pale green drink, cupped carefully in both hands like it’s something fragile, or sacred in a way.
You have the girls in their trench coats paired with their slick back buns, guys in their quarter zips and headphones, all moving with purpose towards the counter. Some sip immediately, others take photos first, angling the cup until the light hits just right. Matcha has become the unspoken uniform of the day. It’s not just a drink here, it’s a signal.
As the rain continues to fall, Blank Street feels less like a cafe and more like a meeting point for a generation chasing calm in a cup.
Blank Street and the global matcha takeover
Only a few businesses capture the modern matcha moment quite like Blank Street. What started as a small coffee venture has rapidly expanded into a global lifestyle brand with its ethereal green pastel storefront and carefully curated menus becoming instantly recognisable across major cities.
Blank Street didn’t just sell matcha, it sold a feeling. A sense of calm in the chaos of city life. A space where grabbing a drink feels intentional rather than rushed.
It’s rise mirrors the cultural shift that is happening toward softness, wellness and aesthetic pleasure, particularly among women navigating fast-paced environments.
Matcha sits at the centre of Blank Street’s identity, often outselling coffee itself. Its popularity speaks to a generation craving alternatives to overstimulation and burnout, and choosing rituals that prioritise mental clarity and emotional wellbeing.
The idea behind Blank Street was to create the perfect coffee experience, at the right price point, where the speed and convenience met the needs of busy New Yorkers.
Issam Freiha, the co-founder of Blank Street said that he “grew up in a culture where we mostly drank coffee at home, so it was a revelation to come to NYC, one of the most caffeine-saturated cities on earth and see coffee vendors on every street corner.
“I noticed my friends going to Starbucks for the convenience, Dunkin’ for the price point, and specialty coffee shops for the quality. But as students, we couldn’t afford a $6.00 (£4.35) cappuccino every day. What we needed was a one-stop shop. A place to get exceptional coffee at an accessible price point, crafted with speed and efficiency.”
Talking to matcha lovers and regular Blank Street customers about their love for the product, ong woman I spoke with told me: “I have always been a matcha girl, but going to Blank Street feels really personal. Knowing it was co-founded by someone Lebanese makes it more than just a coffee shop. It’s a reminder that ideas from small places can grow into global staples. You feel good from one cup. When you think matcha, you think Blank Street.”
Another girl told me she “used to think it was overrated, then I tried the cookies and cream matcha from Blank Street. Now I won’t shut up about it and all the other flavours they have come out with.”
From niche to mainstream: social media’s favourite drink
Social media has had a major influence in bringing matcha into the spotlight. It was no accident that matcha’s population skyrocketed as quickly as it did.
Social media has been the driving force behind its transition from a niche heath trend to a symbol of modern day style. Both TikTok and Instagram have been filled to the brim with visually and aesthetically pleasing shots of matcha lattes to its perfection.
It is the ideal prop for your morning routine reels or a ‘what’s in my bag’ post, demonstrating to your followers that you have it together (even when you are still trying to figure it out). Matcha fits perfectly into the online fantasy of balance – a drink that signals wellness, intention, and taste.
But beyond the screen, brands have played a crucial role in turning this drink into a worldwide obsession.
From Nike Techs to quarter zips: how did boys rebrand matcha on TikTok
While matcha was initially coded as the hyper-feminine symbol of the clean girl aesthetic, TikTok has recently witnessed an unexpected shift. The boys have entered the frame. Can us girls ever have anything to ourselves?
Gone are the days of Nike techs and energy drinks dominating male lifestyle content. In their place: a quarter zip, a sophisticated dark colour palette and most notably an iced matcha in hand.
What began as ironic participation has evolved into a fully-fledged subculture, where matcha represents taste, restraint and a quieter form of masculinity.
On TikTok, this aesthetic is very often framed through captions that subtly reject hyper-masculinity, opting instead for softness, intentionality and routine.
Matcha has become THE social signal – a way of saying I care about my health, I have taste, I am in on the trend.
The quarter zip, much like the matcha latte, reflects a move toward minimalism and polish, distancing itself from the aggressive branding of traditional streetwear staples.
This shift is quite significant. It shows how matcha has transcended gender boundaries, becoming a universal lifestyle rather than a niche wellness drink.
In many ways, the boys adopting matcha validates its cultural capital. Once men embrace a trend, it often signals its full arrival into the mainstream.
There is also an irony to this evolution. A ritual rooted in mindfulness and softness, popularised by women online, only gains wider cultural legitimacy once male creators repackage it.
Still, the visibility helps solidify matcha’s place as THE drink of this generation, regardless of gender.
Matcha’s cultural impact goes beyond brands. It lives within the people who drink it.
Why is matcha becoming THE ritual of mindfulness?
The ultimate goal in every girl’s world is having a ritual that mirrors the peaceful mindfulness that preparing matcha brings.
Emphasising slowing down and appreciating the little things in life is what all of us girls need. It is an act of self-care, from whisking the fine green powder into a creamy froth to savouring each sip.
Unlike coffee, which often feels rushed, matcha invites you to take your time in life. The preparation of the drink reflects the centrality of mindfulness in the aesthetic.
Tips to elevate the ritual include investing in quality and perfecting your technique. Looking for that ceremonial grade matcha results in having the best flavour and beneficial factors, as well as buying the one with the most vibrant green colour.
Also, use the traditional bamboo whisk to mix your matcha powder with hot water until it is frothy and then eventually add your choice of milk.
Then, if you are in the mood for a cheeky twist, try making it your own with a splash of vanilla, a sprinkle of cinnamon or even honey. Then sip mindfully.
“I drink matcha because it makes me feel like I have my life together. It’s literally self-care in liquid form,” Annalisa told to me whilst she sipped on her blondie matcha in Blank Street.
The wellness science behind the green glow
The reason as to why matcha is the superfood with benefits that align perfectly with the clean girl ethos, is the wellness science behind it. It is extraordinarily rich in antioxidants.
Thanks to the way that matcha is processed, one of the factors being that the tea leaves are shaved, matcha being so rich in the natural antioxidants that fight harmful free radicals in the body and promotes overall wellbeing. This also works to combat inflammation and boost skin health, giving you that lit from within glow.
Matcha contains a special amino acid called L-theanine. It lowers your cortisol levels or your stress levels and promotes the ultimate relaxation to your day. No jitters and no crash, making it the ideal drink for your stress free morning routine.
Unlike coffee, which is often associated with hustle culture and burnout, matcha supports sustained energy, providing a softer and slower way of showing up in the world.
The London scene and beyond
If you don’t want to make matcha at home, there is always somewhere nearby. For all the London girls, the hottest spot to drink the green elixir is currently Blank Street, which has branches all around the city. These spaces reflect how matcha has embedded itself into the rhythm of city life.
It is time to nourish the body and set the tone for a lifestyle which is effortlessly chic. Matcha is no longer just a drink, it’s a statement, a quiet rebellion against burnout, a celebration of rituals, and, increasingly, a symbol of representation and possibility.
It is the drink equivalent of a designer bag: luxurious and a little indulgent. At the end of the day, we are just girls.
By the time the ice has melted in my vanilla matcha, the rain hasn’t let up. The queue is still there, just as long, just as patient. Someone has taken the seat next to me, setting down their laptop and of course, a freshly made matcha. Outside, umbrellas are still opening, still closing, still moving in the same hurried choreography.
I’m still sitting at Blank Street, watching green drinks pass me by, realising that matcha’s appeal isn’t just about flavour or caffeine or even health. It’s about belonging to a moment, to a mood, to a shared ritual that keeps repeating itself.
And as another name is called from the counter, another matcha collected, the cycle continues.
“I’m emotionally attached to it now,” one customer told me. “I need it at least once or twice a day.”
Featured image by Daniella Daoud.