12 is a modern matcha brand built on craft, care, and human connection. We work closely with multi-generational tea producers in Japan who craft our matcha. Our perspective is shaped by deep collaboration, from culinary artisans and food science professors to interdisciplinary designers. Through relationships rooted in trust, we hope that the same care reaches you in every cup, and invites you to form your own relationship with tea.

A pursuit of constant improvement.

Just like the tea - crafted by nature, refined through generations - our approach is shaped over time. Day after day. Season after season.

We believe the highest form of craft is respect: respect for tea as something alive, and for the history, craft, and philosophies behind it. That respect begins with learning and with caring for the fundamentals: the quality of the water, the character of the matcha, the precision of the technique. The more we learn, the more there is to appreciate. A practice we return to, again and again.

Our matcha and tea come directly from the Shirakawa region in Uji, Kyoto. Every offering is proprietary, crafted in collaboration with our partners, the Hotta family, a fifth-generation, 180-year-old lineage of tea artisans and producers, under the guidance of award-winning tea master Haruhide Morita.

Looking ahead, we hope to celebrate teas from other distinct regions as well.

Each gram contains approximately 28mg of caffeine. All matcha is crafted only with first-harvest leaves, which are higher in the amino acids that provide steady, uplifting energy.

The tanks are a custom system we created together with Cigue. It's one step in how we prepare our water: we filter everything overnight through binchotan, a traditional Japanese charcoal made from oak, before it's used in any of our drinks. It softens the water, rounds out any sharpness, and lets the character of the matcha come through. Water is the foundation of every cup, so we treat it with the same care as the tea itself.

12 is located at 54 Bond Street, nestled within a historic 1874 cast-iron building in New York's NoHo neighborhood. Designed in collaboration with French architecture studio Ciguë, the space unfolds across two distinct levels. Upstairs offers a welcoming, light-filled environment defined by its warmth. Downstairs transitions into a multifunctional space, featuring our experiential room for tastings, tea research, and development.

Wednesday to Sunday, 9 AM – 4 PM.

You can view the menu here. We are continuously working on expanding the menu.

Currently, we are not hosting private tastings, but subscribe to our newsletter to stay updated on any exclusive offers, events, and announcements.