Hipsters: The rise of the vegan foot soldier
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Veganism – a dietary movement once associated with political activists and animal rights supporters – has quickly grown into a lifestyle choice lived full-time by an estimated 150,000 people in the UK. But why? What has caused this dramatic growth? The answer it could be argued lies within the ranks of the vegan foot soldiers, the runners of the vegan army. The infamous hipster. The contemporary hipster subculture first appeared in the mid 1990s but didn’t become an ironically mainstream term until the 2010s and, while not often used by members of the subculture themselves, is used regularly as a term to refer to those who the mainstream regard as pretentious and overly trendy; a description which, one could argue, is perfect for the front runners of the postmodern vegan movement. Go to any vegan restaurant, in any city of the UK, and while you may be at first greeted by the sweet aromas of falafel and sweet potato you will soon lay your eyes on a more common spectacle: oversized t-shirts, thick-framed glasses, skinny jeans, Doctor Martens and of course the baggy denim jacket, the staple outfit of any male hipster.
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