Herbivore Is Spreading Plant-Based Peace And Love In Portland, Oregon
By Sarah McCosham|Published June 07, 2022
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Sarah McCosham
Author
I write like it's my job - because it is! I have a Master's in English and love words: crossword puzzles, Scrabble games, Wordle, and, of course, good, old-fashioned books.
I'm a writer and editor at OnlyInYourState, and a contributing writer at Cincinnati Magazine. I love the Great Outdoors and am endlessly awestruck by this beautiful country of ours. Coffee keeps me going, yoga keeps me sane, my kids keep me grounded, and my writing keeps me inspired.
Kindness is contagious. Peace begins with a smile. Leave no trace. These mantras are not only great words of wisdom to live by; they’re also at the heart of Portland-based, plant-powered Herbivore. A wholly vegan operation that’s long been the cornerstone of the city’s Vegan Mini Mall, Herbivore is a warm and welcoming place in Portland, Oregon, that makes plant-based living colorful, welcoming, accessible, and fun. Owned and operated by Michelle Schwegmann and her partner Josh Hooten, Herbivore’s roots trace back to 2002 when the then-new vegan duo wanted to proclaim their veganism to the world, by wearing their hearts on the sleeves of sweet and punny tees.
In 2007, the small-but-mighty Herbivore opened as a brick-and-mortar store at 1211 Stark Street, alongside a group of other plant-based businesses; and, 15 years later, Herbivore has expanded to include not just bespoke t-shirt designs, mugs, and greeting cards, but also plant-based grocery items, shoes, accessories, housewares, and so much more. In the midst of this year’s milestone anniversary, Herbivore is packing up and moving across town to Cargo Emporium at 81 SE Yamhill, where they’ll be joining a group of fierce fem-owned businesses in Portland, Oregon. And while Schwegmann is sad to leave her friends on Stark Street, she’s hopeful and optimistic about the future — not just for Herbivore, but also for the planet.
Interested to learn about other unique American small businesses? Our 2022 Small Business Spotlight series highlights the often-overlooked work of small business owners across the country, from Massachusetts to Southern California.
"Vegan" has long been misunderstood as an extremist or "hippie" movement, relegated to the outskirts of mainstream society. But time's (they) are a-changin'. From places like Burger King serving up its Impossible Whopper and Chipotle offering tofu sofritas, veganism has become much more accessible and understood in recent years.
But back in 2002, when Portlanders Michelle Schwegmann and Josh Hooten made the switch, they couldn't even find t-shirts to tout their newfound veganism.
"We [Josh and I] stared Herbivore because at the time, in 2002, there were no vegan tee shirt companies that made anything close to fashionable," muses Michelle. "Vegan was still a word that evoked extremism! We wanted to change that -- to normalize it," she says.
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So the couple got to work turning a small idea into something big. "Josh is a designer and I love talking with people [and thus], Herbivore was born."
Today, Josh handles virtually all of Herbivore's in-house designs, from tees and coffee mugs to laser-cut stickers and hats. His off-beat sense of humor is so totally Portland, but the message is one of sincere and heartfelt hope.
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In 2007, five years after making the switch to plant-based living, Herbivore opened its brick-and-mortar shop on Portland's Stark Street, anchoring the city's acclaimed Vegan Mini Mall, which included other plant-based businesses like Sweet Pea, Scapegoat Tattoo, and the former Food Fight! grocery store.
A wholly family-run business through and through, the couples' daughter Ruby regularly assists with buttons and all sorts of other day-to-day work. Their pups make regular appearances on social media, and Schwegmann also shares videos of her family cooking delicious plant-based meals.
"We are very hard workers," she says. "We recognize our privilege. We put our hearts and minds to work every day. We don’t give up. We are idealistic, compassionate, willing to make mistakes. We are honest to a fault." It's all these things, and more, that have helped Herbivore stand the test of time, weathering storms, break-ins, and even a global pandemic.
Today, Herbivore's clothing line is incredibly popular and acclaimed, earning nods from all sorts of vegetarian and vegan publications, as well as folks looking to tout their plant-based beliefs. "We make our own belts and wallets, and hope to get into making bags later this year. They are beautiful, vegan, and long-lasting. I use everything we sell," adds Schwegmann.
In addition to fashion, Herbivore's "wall of cookbooks" shines the spotlight on plant-based cuisine all the world. For so long, veganism has been viewed as a "diet" or "lifestyle" that was exclusive and inaccessible. But in recent years, social media stars like Tabitha Brown and Lizzo have shown that veganism is truly for everybody -- and every body.
Because at the end of the day, "each of us can make a difference," she says. "The world will change when we do and we wanna help folks CHANGE for the BETTER!"
So come out to Portland, Oregon, and buy a tee or reusable lunch bag from Herbivore, an iconoclastic changemaker that's doing great things.
Many thanks to Michelle Schwegmann for sharing the inspiring story of the small-but-mighty Herbivore in Portland, Oregon. Learn more about Herbivore at its website, Facebook, and Instagram pages.
Of course, Herbivore isn’t the only Portland-based biz spreading peace and love in Oregon; Kulfi is sharing happiness with each and every colorful popsicle! And if you have another Oregon-based biz you’d like to see featured, please nominate it and tell us what makes it so special! And be sure to follow Only In Oregon on Facebook and Instagram to learn about this region of the Beaver State’s most incredible places, attractions, and events.
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