Brow Beat

The Hipster Toast Craze Finally Reaches Slate

On Jan. 13, 2014, Pacific Standard published an excellent longform article about the origins of “the latest artisanal food craze” in San Francisco: toast. In it, author John Gravois contemplated the life cycle of a food trend, asking, “How long before an article appears in Slate telling people all across America that they’re making toast all wrong?”

Answer: exactly one year. Only it’s not an article; it’s a video. And I’m not so much telling you you’re making toast wrong as I am telling you a way you could make it better. Enjoy your fancy hipster toast, everyone.