The Story Behind the Starbucks Camouflage Cup Sleeves

Starbucks released a camouflage-print cup sleeve to show its support for American veterans. The new sleeve, designed by artist Meghan Moser, features her block-printed, camouflage coffee bean design, emblazoned with a reminder of Starbucks' promise to the country's servicemen and women:

"10,000 veterans and military spouses hired. And counting."

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Starbucks
starbucks-camo-cup-sleeves
Starbucks

The Artist's Veteran Connection

starbucks-camo-cup-sleeves
Starbucks

Meghan Moser's father, Capt. Thomas Moser, retired after 29 years in the Navy, first as a Navy Seal and then as a commanding officer. When deployed, Capt. Moser would carry with him small mementos and reminders of the family duty compelled him to leave at home.

Among the most prized of these personal items, which Capt. Moser still carries today, are small cards and picture books made for him by his then-budding artist daughter, Meghan.

According to a company release, Moser said she draws inspiration from the many landscapes she saw during her time growing up in a military family, which pushed her to cultivate "a love for beautiful patterns ever since childhood."

Moser, who has created prominent designs for several major companies, said this project holds special significance.

starbucks-camo-cup-sleeves
Starbucks

"I'm truly honored," she said. "I never imagined that my father's career as a military officer and my career as a textile designer would intertwine like this. It's an amazing opportunity."

The sleeve is one aspect of Starbucks' new campaign recognizing the importance and value veterans have in the community. A new video released by the company titled "Ask Better Questions" encourages civilians to strike up a conversation and get to know our servicemembers.

Of course, the company is doing more than just printing cup sleeves to honor our veterans. Through its Armed Forces Network, Starbucks met its goal to hire 10,000 veterans and military spouses a year ahead of schedule, and has renewed that commitment, vowing to employ another 15,000 by 2025.

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