“Sexy little mid-twenties brunette with a thigh gap. She was also dumb as a f–king brick.”

Jared Rutledge and Jacob Owens are the epitome of easy-going hipsters.

They own a hand brewed coffee shop and sell their own brand iced coffee. They live in a notoriously progressive neighborhood. Short of sporting top-buns, they dress the part as well.

Which is why it was particularly surprising when it was revealed that they were the men behind a truly disturbing “sex blog”.

Now, their business is in tatters, as are their reputations, and there’s a well-supported petition circulating to boycott their products.

Jared Rutledge (left) and Jacob Owens (right). Source: Instagram/Waking Life Espresso.

The two owners of Waking Life Espresso – in  Asheville, North Carolina – were recently revealed as Jay and Jay, the voices behind Holistic Game, a podcast that details their sexual escapades.

The pair belonged to what many referred to as the “Manosphere”, a collection of blogs that claim to teach men how to be professional pick-up artists.

According to Jezebel , the pair’s conversations in the podcast included jokes about sexually assaulting women, with one anecdote from Owens including, “It was still really fun because we had sex in the shower. Hospital sex is weird, when she’s drugged, it’s strange, but it’s really cool.”

Rutledge replied, “Could she give consent? Could she give consent, Jay?”

To which Owens replied, laughing, “Uh oh. That’s my bad. That is my bad.”

Jacob Owens. Source: Instagram/Waking Life Espresso.

In addition to a podcast, Rutledge also controlled a blog and Twitter account by the same name that detailed each of his sexual exploits.

And the Twitter account followed suit:

Jared Rutledge. Source: Instagram/Waking Life Espresso.

Since being exposed by a blog called JaredandJacobsaid that aimed to hold the pair accountable to their actions, Owens and Rutledge have appeared to be incredibly remorseful.

In a post entitled “Jacob’s Apology”, Owens accepted responsibility for the podcast, and denied involvement in the blog or Twitter account.

Rutledge, who appeared to have previously worked in cafes in Australia, also issued an individual apology, saying:

Jared and Jacob. Source: Instagram/Waking Life Espresso.

The pair also vowed to donate all of their business profits to Rape Crisis Service and Sexual Assault Prevention group, Our Voice.

However, Our Voice have since issued a statement that details their refusal of any money from Rutledge and Owens:

Some of the women whose sexual experiences with Rutledge and Owens were detailed on the podcast or blog have since come forward, with one writing to Asheville Blog :

Since being discovered, Owens and Rutledge opened their cafe to the public to answer questions, and have since closed it in order to “have some room for introspection” (in their own words).

But the damage is clearly done, and the disappointment that many of the progressive and forward-thinking locals from Asheville have in Rutledge and Owens is clear.

There is now a petition calling for businesses to boycott their iced coffee, and individuals to stop supporting Waking Life Espresso, “Our town does not support such people. This has been shown in the outcry of rage and hurt we have seen and by the people who gathered outside their place of business to protest.”

The petition to boycott Waking Life Espresso. Source: change.org

Looks like you are on your own, Jay and Jay.

Do these men deserve to lose their business over their misogynistic blog?