photo by Ryan Pfluger for Olsen Haus

Joshua Katcher is self-declared hotshot and jack-of-all-trades. He’s an artist, writer, self-taught vegan chef, businessman, activist and television producer living in Brooklyn. He founded “The Discerning Brute” in 2008 as a resource for intelligent men who want to make ethical, informed decisions concerning their lifestyles. Joshua is a committed environmentalist, vegan, and social justice advocate. He is critical of unbridled consumerism, backwards classical economics, and most things that do more damage than good. He encourages skepticism, critical thinking, and accountability.

Joshua Katcher,  has been getting some notable notoriety for his efforts (see PRESS). Most recently, he hosted a segment for Teen.com TV where he and Paul Iocona (teen star, Fame) went “Back to School Eco Shopping”.  Joshua is the featured columnist Cool Green Guy for VegNews Magazine, and recently interviewed people like ‘Skinny Bitch’ Rory Freedman about her new book “Skinny Bastard, AFI’s Davey Havok about music and living green, MTV’s John Norris about the future of technology and ecology, Project Runway’s Tim Gunn about the fur and fashion, Top Model’s Nigel Barker about the seal hunt and humanitarian aid in Hati, and teamed up with designer icon Todd Oldham to do a craft and cooking segment! Authors Rip Esselstyn (The Engine 2 Diet) and Brendan Brasier (Thrive) have both made video-interview appearances. In addition, Katcher was a headlining guest at BUST Magazine Craftacular where he did a vegan waffle-making demo for 300, and he recently modeled for the AW09 Mens’ Shoes collection for Olsen Haus. Joshua was chosen as the centerfold in Time Out New York’s “Horny Issue, 2008”, and part of the “blog posse” at Crazy Sexy Life.  Joshua has been featured in interviews with G Living, Ecorazzi, On the Verge, Style Me Green, and Super Vegan, and even gossiped about on Gawker.

“The Discerning Brute” features contributors, recipes, reviews, thought-provoking articles, and monthly contests to win sought-after organic and eco apparel, accessories and specialty items, and keeps readers up to date on environmentally, ethically, and socially responsible news and indulgences.

Joshua is available for speaking engagements, workshops, and personal consultations in green living, vegetarianism and veganism, cooking & baking, and general lifestyle counseling.

Want to hire me? Have questions? EMAIL me!

29 Responses to About

  1. Jordan Donohue-White says:

    Beautiful. Simply Beautiful.

    I am glad that I found your blog. It makes me smile.

  2. Blake Fraina says:

    I stumbled on your blog whilst doing a search for vegan cheese (the holy grail of veganism). I’m happy to report that, thanks to your promotional efforts on their behalf, I’ve been in contact with Veronica at dr. cow and will be ordering my cashew cheddar next week.

    But, what I really wanted to say was, after the fact, I checked out your profile and you are one sexy beast.

    Thx for the tip on the cheese. Keep up the good works.

  3. Pao says:

    Great job Joshua! We needed a vegan style guru! I will be checkcing your blog regularly.

    Hugs from Italy, vegan style!


  4. Hey there – just wanted to say a big KUDOS on your site. Great focus, great look, and hot intellectual product. You should consider putting together some published work that demonstrates this content, down the road when you get even more info gathered up. Submit it to DNR, WWD, any of the big publications and others….

    Happened to come across a green funding site for entrepreneurs, so you may want to check it out. Here’s the URL:


    Name’s Guthrie Nutter. Keep writing! I’m reading…

  5. Kiwi says:

    Hi Joshua,

    Great site, great content! Even from a woman’s perspective.

    Greetings from Berlin!


  6. Simon says:

    Your blog has been on my daily rounds since I made your breadded seitan and ’bout died from its glory. Your thoughts and taste are delightful.

    Thanks from the west coast.

  7. Jeff says:

    How did I get here? I don’t know. But I’m glad I did. Very cool. Very substantive. Very timely. I’ll be in the neighborhood.

  8. Smashing blog, Joshua! (Did I say smashing?) This is a concept who’s time has come. I fall a bit short when it comes to personal style, but I feel as though a Discerning Brute is ready to emerge. Looking forward to seeing what’s next.
    Your Vegan Brother, Bryan (Vegan Avatar!)

  9. Kyle Svendsen says:

    I’m so glad I found your blog! Finally a blog focused towards vegan men! Looking forward to reading more how what you have to say!

  10. Gerardo Tristan says:

    Dear Joshua,

    Thank you very much for bringing compassion to the self absorbed gay world! Your blog is awesome!! I am wandering if I should post an add in my home town of Monterrey, Mexico about this blog. We have the largest gay population in the country and many young gay people speaks and reads English. We have a monthly printed magazine and I could post an add with the blog’s address..Wouldn’t be nice to become “The discerning international brute” ?

    Le t me know what you think OK. I’ll go to visit Monterrey from December 26,2008 to January 06, 2009.

    Hugs and barks,
    Gerardo and Canine family.

  11. Susan says:

    Bravo! Your letter to Fox News was everything I wanted to say — only more articulate!

  12. Great site mate. I’m a recent convert to veganism – married to a long time veggie who has also made the move to veganism. Problem is I’ve got leather baggage – shoes and jackets. I’m going to dump them. What I would really like is a men’s hemp dress jacket (cotton production uses too much water) and a men’s hemp trench coat. Any ideas?

  13. brian says:

    I was searching for Vegan Gloves and found your blog, then I read about Vegan Cheese, then I read about…well I read the whole blog. It’s at the top of my favorite places. Great informative stuff on here. I know how to tie a bowtie, but if I didn’t, you even provided a diagram. Most guys need it from what i know. Thanks

  14. chlloe says:

    ha,saw your clip about fur in soho ny, thought it was great, thought you were just a random fashion guy that happens to have the balls to stand out against fur, so clicked on your website out of curiosity wanting to leave a positive encouraging message along the lines of ‘yah good on you’,. and was pleasantly surprised to discover there is so so so much more to you!Think what you are doing is brilliant,will be watching with interest and singing your praises in my little corner of the vegan world.! cheers.

  15. lilly says:

    I just saw the video of you in soho, sharing your concerns with those wearing fur… I loved it and I love how you’re not afraid to state your opinion even in a cute way. You’re adorable,keep doing what you’re doing 🙂

  16. Tim DS says:

    As Lilly above, I just saw the report on fur. Really, no idea how you manage, but a lot of respect for keeping cool hearing someone cite “I like to think they’ve been run over”, while she pretty well knows different. I’ll be exploring your site, it looks awesome.

    Keep on veganizing the world!
    Greetings from Barcelona!

  17. Jovian says:

    Great site: articulate, funny, angry, elegant, and packed full of useful links. Thanks!

  18. Matt says:

    MAHALO from Hawaii….great site; this is a resource that is much needed!!

    Who knew that being a conscious consumer could look so good!!!


  19. Cassie says:

    Your site is beautiful, it makes me so happy, well, I can’t even describe it. More people aught to have the passion you do. Now I need to find my own discerning brute.

  20. JC Corcoran says:

    Hi, I just wanted you to know about our new non-profit group VegFund.Org. We help vegan activist fund food, literature and tables/booths. Check us out and spread the word 🙂 JC

  21. Julie says:

    This is the week of the vegan male; just came across Vegan dad site http://vegandad.blogspot.com/

    Yay! The cookie cake looks delectable. Can you cook for me?!

    : ~ )


  22. Kate Jinga says:

    Hello there,

    Have just been alerted to the fact that you featured our Jinga Shoes on your rather impressive blog! We are honoured by the mention and I like your blog very much….so much so think I may have to put a link to it on our site, and of course recommend it to all my discerning vegan friends. Very one of a kind, nice work x

  23. Terry says:


    I just found your site this morning at 5:48. Yes, couldn’t sleep. Your site is exciting to read and the recipies look delicious. I’ve been slooooowly crossing over to vegan. Your site gives me new motivation! Would you be kind enough to link me a womans site that is as vegan and fashion forward as yours. Yes, I know you are the best. 😉

    Thanks for the inspiration.

  24. thomas j. says:

    Hi Discerning Brute,
    I’m wondering if you can recommend some vegan shoes that are casual and stylish, similar to Rockports (this style- http://tinyurl.com/r7ptyv), and not a redonkulous amount of $. I’m having a very hard time finding. Thanks! Love the site!


  25. Roxi says:

    You are worth every minute I spend reading your blog. Finally someone who doesn’t make us look like crazy grass-eating nutjobs. Keep up your amazing work, you rock!


  26. Justin Brown says:

    Thank you so much for this blog. I have become more informed and I am thinking more cynically. Because of your info (and because of my role model, Davey Havok) I have decided to go Vegan. I am going to transition from my meat-eating lifestyle, so do you have any tips or links that could help me out as far as supplements or just making sure I keep my diet healthy? Or even the process of transitioning into the Vegan diet? Many thanks!

    Oh, and thank you again for keeping fashion in mind!


  27. biro says:

    Nice blog you have here, good content and I really like the pretty header you have at the top of the page. I am still in the process of building my website, but when I finally get around to it and it’s finished I will definitely link back to you. 🙂

  28. Logan says:

    Wow, great site. I love the concept of not just living eco, but doing it with style. Been a long-time vegetarian raising my kids vegetarian, but trying to move more toward vegan. I’ll be checking out the vegan clothes/shoes recommendation as that is one area I haven’t explored much yet. Thanks!

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