What is the SSOV?

The acronym stands for Secret Society of Vegans. The SSOV is a clothing company owned by Rudy P. (Vx London / Vx Bristol), 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. Besides Herbivore in the U.S. and a few other companies, virtually nobody was reppin’ the vegan message, and most vegan t-shirts offered in the UK / Europe were designed with a 70s hippie vibe. Something that, being raised in the hardcore punk scene, felt alienated and allergic to tie-dye, lava lamps, arbitrary cultural appropriation and free love, made Rudy feel completely alienated.

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!

What's available at Vx Bristol?

Currently, we offer a small selection of bags, t-shirts, badges, keyrings, stickers and hoodies. You can see the full range on the Vx London website, but not everything is available in Bristol just yet. We will have more products onto our shelves as we tweak things over the upcoming months.