'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'.
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 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 is a passionate ethical vegan from Eastern Canada. She is a Challenge 22 Mentor, Digital Writer, and experienced animal advocate driven by issues of animal liberation and social justice. She studied at Dalhousie University, where her thesis highlighted intercultural and gender relations. She is an established public speaker, writer, and world traveller with a drive to provide a voice to those who might not otherwise have one. You can follow her on Instagram @emily.j.court or on Twitter @_EmilyJCourt_.
Disclaimer: The opinions expressed in this article are prepared in the author's capacity and do not necessarily reflect the views and opinions of Plant Based News itself.
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