veganJoshua Katcher

Introducing Brave GentleMan

veganJoshua Katcher
SPECIAL ALERT! The Discerning Brute


It is with great excitement that I introduce to you the official online store for Discerning Brutes... Brave GentleMan! After several years of writing The Discerning Brute, researching the very best men's designers, brands, and lifestyle products that meet a rare combination of stringent aesthetic and ethical criteria, the store has finally arrived, and will continue to grow. is for the indulgent heroes, protectors, defenders, adventurers, and men with lionhearts. Everything available on is, and will continue to be, cruelty-free. We also strive to only showcase items that are sustainably produced in fair-labor conditions, and whose brands are not simply creating handsome products, but addressing ecological, social justice, and animal rights issues that will allow men with a strong sense of personal style to express themselves with pride in their principles.

Some brands to look out for on Brave GentleMan:

DLC, featuring one-of-a-kind exclusives made from deadstock, recycled and vintage chains and charms:

Fragrances and candels from the renowned French line, Le Labo - all cruelty free and vegan:

French wooden eyewear from W/SUN in 3 styles:

Hand-made, exclusive Pocket-squares in organic cotton and deadstock fabrics from STUDY New York:

Made-to-order in just 3 weeks, organic cotton, tapered chinos from Tornonto's Thieves:

Paris' C-Pas menswear and accessories made from recycled tarps, shirts, parachutes and organic cotton:

An organic, ethical grooming set from Jack Black featuring a superior synthetic shaving brush:

And don't forget our very limited-time offer. If you pre-order by June 30th a pair of my first exclusive collaborative shoes with Novacas, a $250-$300 value, you'll save $20. If you are unable to make an appointment tomorrow in NYC, you can preorder online tonight through June 30th. This capsule collection will be available for retail in October in a limited run, so secure your pair now, for delivery in October. Featuring thicker, tougher, and eco-superior faux-leather and faux-suede, made fairly in Portugal, and cruelty-free - this capsule collection is tailored, cool, and inspired by workers, masterminds and defenders. Please check in on & for more upcoming announcements and exciting collaborations.