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‘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
A**hole
.

According
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
or hippy’.

Comments
such as these have led to criticism, with some saying the pair are misogynists.

But the
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.

The book

The Lettens
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
animal exploitation.

The book is
now available for purchase
online

Emily Court

Emily Court is a writer and content creator published in Plant Based News, Raise Vegan, Living Vegan and The Financial Diet. A self-described "recovering vegan hothead," she is now a pragmatic member of Vancouver's vibrant and growing plant-powered community. Hailing from Halifax, Nova Scotia, she holds a BA in Spanish and certificate in Intercultural Communication from Dalhousie University, where her thesis focused on topics of cultural and gender-based discrimination. She aims to apply a privilege-conscious...