Secret Society Of Vegans
The SSOV is a clothing company which began life many years ago as a means to fund the launch of Pogo Café (London’s first vegan café, 2004-2013). SSOV was created at a time when it was rare to see a cool vegan t-shirt. In fact, back then, most vegan kids just covered themselves in mud and leaves, or fashioned underwear from twigs and recycled rubbish, rather than wear anything uncool that might compromise their ethics.
The concept behind veganism as 'secret society' originated from the idea that people value exclusivity. "By making it hard to join in, we will attract more people!" is a playful reverse psychology, essentially. It's also a joke about the vegan population being part of an arcane cult with esoteric rituals. Which we are. Shhhh. I’ve said too much, already. Run now, before it’s too late!