Founded in King's Cross in 2010, Vx is London’s original one-stop shop for vegans. Vx, or V-cross as it’s known, is the culmination of years of hard work and dedication by its founder and staff.
Vx has always been about firsts. We were the first 100% vegan shop in london. We were the first outlet to stock many of the biggest vegan brands and to import many new products. We were the first all-vegan clothing line in the UK. We also made history being the first chain of vegan shops in the UK by opening a branch in Bristol (December 2015).
Our success is attributable to our founding ideology. Pioneering the idea that veganism doesn’t have to be unimaginative or limiting, our mission has always been a simple one: to promote a cruelty-free vegan lifestyle without sacrificing taste. Veganism should never be a brown rice and lentil hell or a flavourless penance. For us, the best way to ensure the masses adopt a cruelty-free way of life that eliminates the abuse and exploitation of our animal chums, is to offer people a seriously delicious alternative. We strive to give our customers a veganised version of the type of food we all grew up loving, as well as lovingly increasing their risk of developing diabetes, suffering strokes or, worse, acute sugar dependency.
Vx offers a full junk food menu featuring two sizes of kebabs, burgers, curry wurst and other disgustingly mouth-watering junk that will keep your bellies full and your waistline expanding. We are also huge importers of vegan goods from around the globe and boast an array of cheeses that are so cheese-like they confound and delight in equal measure. Sticky, sweet and awfully indulgent French patisserie rounds off Vx menu.
Update: We are now serving coffee and hot drinks! See our drinks menu below.
73 Caledonian Road
London N1 9BT
Near King's Cross Station
PHONE: 0207 833 2315
Kitchen closes 30mins before closing time.
123 East Street
Bristol BS3 4ER
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 London?
We offer a large selection of bags, t-shirts, badges, keyrings, stickers and hoodies. You can see the full range on our mail-order webstore,
MEET THE VX TEAM
Fran hails from East Germany. She's the shop manager. She loves classic rock, especially 80's hair metal bands such as Motley Crüe. She's known to change hair colour on a regular basis. She's been vegan since 2012 and doesn't eat or buy products containing palm oil. You can follow her on instagram (@schokofruchtzwerg) if you like Nikki Sixx, motorcycles, vegan cakes, dogs and selfies.
Opened the first vegan shop in London (Vx) in February 2010 but is also behind the first vegan merch company in the UK (circa 2005) called Secret Society Of Vegans. Original co-founder of the first vegan café in London (Pogo Café 2004-2013). Rudy became vegan in 2001 when he left France for England. He had been vegetarian since the early 90's. Yes, he's older than he looks. Rudy is a big mixed martial arts fan, a Urban Krav Maga instructor and trains Muay Thai boxing at Kings Cross' Urban Kings Gym. He has been straight edge forever and reckons that it's too late for him to start drinking now that he's over 40.
You can follow him on instagram (@veganshopkeeper) if you like pictures of dogs and internet memes.
Mica keeps telling us that she's Argentinian and holds a Spanish passport but we don't believe her. I tried to speak Spanish with her and she didn't seem to understand me. The only thing we can say that's for sure, is that she loves metal core / extreme music in general. She changes hair colour on a regular basis and there's more and more tattoos appearing on her body every passing month. She's shop manager during the weekend and toasties-making machine the rest of the week.
Micaela doesn't have the technology and need to have an instagram account.
Michele (pronounced as 'Mick Kelly') is the son of a Sicilian Pizzeria owner (il Forno, Kingston, South London) and a Irish/Polish mother, Michele is a crafty addition to the Vx crew. This laid-back health freak lad is the only British person working at Vx but everybody thinks he's Brazilian. He looks more Argentinian than Micaela who is Argentinian. He was recently shouted at by a racist white British person on a train to 'get back where he came from'. As of 02/08/2015, Michele is not allowed to pick the music on Spotify.
He regularly posts arty cryptic images of Vx on his instagram account @iamelehcim