‘The Vegan Bros’ Phil and Matt Letten have released their book VODKA IS VEGAN: A Vegan Bros Manifesto for Better Living and Not Being an
to a spokesperson for the pair’s publishing house, their approach is aimed at breaking
vegan stereotypes – in both attitude and appearance.
The spokesperson described the brothers as ‘the new face of veganism – loud, proud, and fighting for a
better world, one plate at a time’.
The ‘bro’ approach
With the majority of vegans being female, the Lettens say they want to target an ‘ultra-masculine
crowd’. Phil says veganism was previously considered ‘more feminine
such as these have led to criticism, with some saying the pair are misogynists.
brothers say their controversial approach targets
a demographic that might otherwise be missed by the vegan movement – helping to swell the movement’s numbers and garner mainstream attention.
have also come under fire for using contentious headlines in a bid to get attention – for example The 1 Reason Why Honey Is Vegan.
However, the brothers say this approach is effective with those who consider
themselves unable – or who are unwilling – to make a complete shift away from
The book is
now available for purchaseonline