At the beginning of 2020, Deadstock Coffee, a tiny, energetic cafe in Portland’s Chinatown, was selling 10 bags of coffee each week. Six months later, in June, the shop sold nearly 2,000 bags in one week. But if you talk to Deadstock owner Ian Williams, that skyrocketing sale wasn’t about his coffee; it was about white guilt.
A former Nike shoe developer, Williams opened Deadstock as a cart, which he described as a “snob-free coffee zone,” in 2015. Its slogan: “Coffee should be dope.” And in the minds of many, his coffee is: For years, customers have strolled up to the cafe to order different blends of iced
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