Upscale Vegan Men’s Boutique Opens in Brooklyn

The Discerning Brute celebrates the grand opening of its first storefront for the ethically fashion-forward.


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Joshua Katcher, the man behind popular vegan men’s fashion blog The Discerning Brute, has opened the world’s first vegan and sustainably-minded all-male boutique. Called Brave GentleMan, the high-end shop carries everything from Herringbone suit pants to tweed and twill pullovers and jackets made from material that is “superior to problematic animal fibers.” “‘Future suede’ and ‘future leather’ both are used in the Brave GentleMan production,” Katcher said. “Brave GentleMan is for the indulgent heroes, protectors, defenders, adventurers, and men with lion hearts.” Everything for sale at the new store is guaranteed vegan, while the business strives to sell only sustainable products from fair-labor conditions. The goal, Katcher said, is to “allow men with a strong sense of personal style to express themselves with pride in their principles.”