Dirty Bones have launched their first permanent vegan restaurant at Westfield White City. The opening of Dirty Vegan follows a series of sold-out vegan pop-ups in 2018, that firmly cemented
With a portfolio of five venues, Dirty Bones began as a hot dog stand in west London, opening its first site in Kensington back in 2014. Following on, the brand has gone onto opening sites in Soho, Shoreditch, Carnaby Street in London, then in Oxford. Dirty Bones grew fame amongst their customers with their approach to comfort food, hip-hop music and great vibes – guest experience is at the core of everything they do. Born from a desire to make their menu accessible to everyone, Dirty Bones were early adopters of meat and dairy-free comfort food dishes. They added plant-based twists of their signature dishes to the menu early 2018, which quickly became guest favourites.
Alongside the launch of the White City site, Dirty Bones Soho will also become ‘Dirty Vegan’ every Monday from 10 February, offering only plant-based dishes. With studies showing the positive effects of meat-reduction one day a week on the environment and the body, Dirty Bones are certainly doing their bit. They will continue to grow their vegan offering in 2020, with updates to menus in existing Dirty Bones sites, as well as further investment into the Dirty Vegan standalone restaurants.
Dirty Vegan welcomes new partners to the menu including; DÁPPA®, leaders in soft serve made from almonds and cashews, along with Beyond Burger® and Moving Mountains®, who have been instrumental to the growth of the global vegan movement.
Co-founder and CEO Cokey Sulkin commented;
“Dirty Bones has such a strong brand DNA and it’s exciting to apply this to a new concept with Dirty Vegan. We have some very exciting plans in the coming year and Dirty Vegan at White City is the first step. After putting on several Dirty Vegan pop-ups at our Shoreditch and Kensington locations, along with a sold-out event at Soho House, we started to explore a permanent home for the brand to showcase it to the wider masses, full vegans, meat-reducers and the curious. The emphasis for us is ‘balance’ – we’re all learning we can’t eat meat and fish every day, our bodies and the planet need us to mix it up a bit.”
Echoing the retro-chic feel of NYC’s most urban and artistic boroughs, each Dirty Bones features unique design details, and the approach at Dirty Vegan is no different. They have worked collaboratively with Macaulay Sinclair to create the 613 square ft trading area, as well as a small prep kitchen. The space is lighter than Dirty Bones restaurants but is still reminiscent of its New York nostalgia. The Dirty Vegan team have been kitted out in British workwear brand M.C.Overalls, who value industry, endeavour and the concept of ‘simple done well’, which finds synergy with Dirt Vegan’s brand values.
Dirty Vegan is located at the Balcony, Westfield, White City, London W12 7GF.