As vegetarian and vegan diets have grown in the United States, so have cruelty-free products and fashion wear, according to Bloomberg Businessweek. In a recent article, the magazine explores the rise of animal-friendly entrepreneurs—dubbed “vegepreneurs” by author Karen E. Klein—aspiring to create ethically made products that compete with their animal by-product alternatives. Leanne Mai-ly Hilgart, founder of New York-based vegan coat company Vaute Couture, tells Businessweek, “We do have something to offer to people [who aren’t motivated by] the ethics behind it. I believe that’s an incentive for some, but you also have to blow someone away with functionality and design.”