There’s something going on with that guy behind the front desk at PG San Francisco… You know the one; long mane of hair pulled back into a ponytail, tie-dyed t-shirt, and a soundtrack of Black Sabbath that follows him around like he is, indeed, a wizard. What you might not expect is that the man with a name no one can pronounce, Arsalan Pourmand, sole proprietor of Flux Coffee, is something of a businessman.
Two years ago, Flux started as an experiment in a small Brooklyn apartment. Essentially, he saw a flaw in the industry. People loved cold coffee, but cold coffee came in two flavors: cream with hints of watered down hot coffee, otherwise known as iced coffee, or cold brew. The latter is roasted coffee that goes through its complete brewing process cold. Cold brew is growing across the country because of its high caffeine content and strong flavor versus traditional watered down hot coffee.
Here is where Arsalan sets himself, and his coffee, apart. He spent his spare time tinkering with brew methods, roast variables and filtration processes until he settled on a combination that turned out cold brew coffee that tastes like it should — coffee! The result is a cup that contains exponentially more caffeine than its warm brethren without sacrificing smooth taste or bold flavor.
When he packed up his life and moved onto a boat in the East Bay, the coffee was put on the back burner. Luckily for us, that didn’t last long and since then he has hustled hard to supply the Bay Area and PG climbers with a bottle of caffeinated heaven that puts the big guys to shame.
So here’s the deal. That guy with the ponytail behind the desk is kind of a character. He’s a metalhead that happens to be a workhorse and a pretty brilliant coffee wizard to boot. The name is Arsalan – pronounced ‘our salon‘ – and he’s a pretty amazing dude!
Buy some of his coffee! You’ll find it at PG. And if you like it, tell every single human being or coffee drinking canine you know to stop in and buy some too. And look, Flux has been up El Cap – a lot, so you know, it will like, make you a better climber and stuff.
Another great article by Jason Crase from PG SF! Jason lives for Mission burritos, Hemingway novels and Levi’s Slim Fitting Jeans. On any given day you can find him at Bender’s or hanging on the BeastMaker at PGSF.