WHY WE EXIST

Society cannot defeat longstanding villains such as disease, injustice and prejudice unless we turn to those who know what it is to be villainized.

Heroic Vice has created a successful ‘profit-with-purpose’ model that exclusively benefits businesses in antagonized industries. Despite being hypocritically judged and unfairly scapegoated, the leaders of controversial brands stand their ground to give consumers what they truly want... 

…while the allegedly family-oriented brands continue to mislead or ignore young spenders who keep begging for business to be leveraged for social good in meaningful ways. 

In all realms of life, today’s customer has evolved into not just expecting to have his or her cake and eat it too, but wanting to feel good about that indulgence in the process. Brands catering to that mentality make more money while outclassing the critics and the competition alike.