What's Up, Doc?

How would you describe Doc Merchant to someone he’s never met? Well, you’d start by saying he’s the human embodiment of the great northwest and then go from there. He’s strong, yet sensitive. He’s a rugged outdoorsman who can hike all day and then set up camp in the dark. But he’s just as comfortable spending a rainy Saturday afternoon in his favorite coffee shop drinking a pour-over and reading obscure French novels.

Some of his many interests include hiking, plaid - flannel of course, fine leather goods, creating his own artisan soaps, fixed gear bicycles, and beard oil. These days he’s on a quest to raise awareness for the Merchant’s Craft pop that bears his name, and to remind the world just how amazing the northwest really is. His friends call him Doc, and you should too.
It’s not a formal title – he didn’t go to medical school after all – instead it’s more of a nickname for a hip fellow who seems to know a little bit about almost everything. Ask Doc, What’s up? He’ll tell you.