All posts filed under: Story

hipster cat

Love for the hipster

Let’s get it out there: we want to spread love for the hipster. “Grab your fancy coffee, slide into those skinny jeans and hop on your Fixie,” says the guy in a YouTube video. “Because we’re going where everyone seems to go: down Hipster Lane.” In this video, Trace from a channel called D-News argues with sarcastic glee that hipsters are conformist types who all end up looking and acting the same. Whereas ‘non-hipsters buy the emotions behind products’, he says, ‘hipsters buy things that run counter to their emotional interests’. ‘They purchase things they subconsciously hate and then convince themselves that they are not part of the trend that is bad’. Really? Perhaps calling someone a hipster is a bit like calling someone a hippie back in the day – it’s just a tag others use. But, if we run with the idea that there is such a thing as a hipster, the following seem to fit the persona: Rejecting blind consumerism Supporting independent, local retailers Supporting independent music Supporting the idea of recycling and reusing (from shoes …

mast brothers

Mast Brothers set sail

Team AN took a trip down to Shoreditch today for the launch of the eagerly anticipated Mast Brothers shop in Redchurch Street, Shoreditch. A high-end chocolate shop opening on Valentine’s Day – it’s a pretty good hook, right? The two brothers, Michael and Rick Mast, opened their first shop in Williamsburg NYC in 2007, and the London flagship store is only the second anywhere on the planet. We were lucky enough to get to the shop in Brooklyn last year and it sure is an inspiring space, with sacks of raw produce packed high and a clear view into the production area where young chocolateers work away in their whites. According to website Inc.com, Mast Brothers ‘sources its organic cocoa beans from locations including Belize and Papua New Guinea, and ships them to Brooklyn by sailboat. There, it roasts, shells and grinds the beans together with just cane sugar, ignoring the palm oils and other additives found in much commercial chocolate’. “Like steak, we kind of cook our beans medium rare,” Rick Mast told a …

marques toliver

Guest list: Marques Toliver

AN cakes find their way onto the guest lists of these great occasions and are always rubbing shoulders with interesting people. Much more than the bakers do, damn-it! Like, we recently delivered to this great venue in Hackney Wick called Shapes. It was for the birthday of musician Marques Toliver (above), who’s been on Jools Holland and who the bakers saw as a support act not long before. Sure, we’re name-dropping a bit. But his music’s ace. Check out his Black Cab Session. The truth is, we’re excited when After Noon cakes are invited anywhere, whether that’s a birthday, wedding or plain-and-simple weekend treat.