Turns out, race doesn’t matter much when you’re looking for delicious recipes.
Despite some heavy backlash towards the white millennial founders of Thug Kitchen, the vegan cookbook reached the no. 1 spot on the New York Times bestseller list this week (in the advice, how-to, and miscellaneous category, at least). It even beat out Mark Bittman’s new cookbook, sitting in the no. 15 spot.
So does stirring the pot of controversy and tone-deaf racial tension make two unknown bloggers into cookbook gold? Evidently. Vegan cookbooks don’t often make the top-spots, but judging by the other top cookbooks in the NYT category, health-conscious cookbooks are in. (Last week’s category had the books Skinnytaste, 10-Day Smoothie Cleanse, One Pot, Grain Brain, and Wheat Belly Total Health in the top 20 bestsellers.) So maybe the world is ready for vegan everything. But we suspect that when you add in some “hip” language and a “thug” attitude, you get rich using a misappropriated language to create a lifestyle brand.
Oh god, is Thug Kitchen the next GOOP?
Image via Twitter
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