By Chloe is a case study on how vegans have rebranded themselves to move into the mainstream.

By Chloe is a case study on how vegans have rebranded themselves to move into the mainstream. The intentionally Instagrammable “Millennial oases” cater to “elite vegans” who would rather be known for their SoulCycle stats than be grouped in with the granola hippie stereotype of the past. Despite some internal controversy, investors have taken a chance on the brand, and now the trendy chain is going global with 20 new locations in the works. (Eater)