Rarely, however, do we get an up-close-and-personal look at the man behind the beans, founder Jeremy Tooker. So, we're of course extra fascinated by the latest episode of "American Hipster," which focuses on Tooker and his local empire of cool.
Watch the clip to find out more about how Tooker is trying to change perceptions of high-end coffee shops (starting with the "snotty barista" phenomenon), peep some heart-warming shots of him hanging with his family, and hear about the plans for his soon-to-open "less intentionally cool" cafe and bakery project on Divisadero and Grove.
Love this video as much as we do? Be sure to check out the rest of the S.F.-centric "American Hipster" episodes here.
Video: Courtesy of American Hipster