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Dirty Sanchez star Matt Pritchard has set himself his most difficult challenge yet – by becoming VEGAN.

But the 42-year-old has not abandoned his wildman credentials entirely as he’s also opening his own bar and launching a vodka brand.

“I have been researching [veganism] for over a year since I have been heavily into training after years of going mental,” said Pritch.

Read more: Pritchard apologises after URINATING on Rocky IV star Dolph Lundgren

“I like the fact that a lot of athletes have gone vegan for a variety of reasons.

“I bought a dog, Lemmy, and every time I looked at him I thought ‘I can’t eat meat any more.’

“There are health reasons too but I love animals and the treatment they get is awful.

“I was pescetarian and the aim was to go vegetarian and from veggie to vegan.”

So, what made him do it?

His mind was made up after he watched documentary Cowspiracy online.

“That is about the meat industry and how bad it is,” Pritch said.

Read more: 15 fantastic vegan and vegetarian places to eat in Cardiff

“It really opened my eyes to it. Don’t get me wrong – I’m not hardcore and I’m not going to be pushing it on people or preaching.

“I’m just doing it for myself and for health reasons and because of the treatment of animals.”

But does he wear leather?

His veganism is still a work in progress.

“I’ve still got a leather belt and suede shoes on,” he said.

“But I’m going to buy canvas shoes from now on.

Read more: Anna-Loka, Cardiff's first 100% vegan restaurant

“Sometimes I make mistakes and buy a coffee with milk and forget. But slowly you get used to these things.

“My brother is a vegan for the same reasons. It was him who told me to watch [the documentary].

“We did not watch it together but he told me to watch it so I did.”

Is it hard to keep it up?

Holidays could be a problem, he added.

“I think it will be a bit harder when I go travelling.

“I’m not sure what the reaction will be when I’m in Spain and I tell people I’m a vegan.

“In the UK the amount of different things you can get is amazing.”

He's launching a bar, too - and some vodka

His plan to give up meat and dairy has coincided with plans to launch a bar and his own brand of vodka.

“I have always wanted to have my own bar and then the chance came,” Pritch, from Cardiff, said.

Read more: Welcome to Cardiff's first upcycled eco-friendly bar CF24

“Then came the idea of doing my own vodka.”

The idea is to launch the two of them with the same branding as his SWYD tattoo and barber shop, which is in Cardiff’s High Street Arcade.

Coming to Swansea, too

“We are going to have a bar and a barber and in the future we are going to have a tattooist,” he said.

“It is all tying in with the theme in Cardiff.

“It is going to be in Swansea but I cannot say where at the moment.

“We have got a place though – I went there this morning and it looks absolutely smashing.”

What's he calling it?

The pub will be done up with merchandise from his time on MTV’s Dirty Sanchez.

“There will be a lot of Dirty Sanchez stuff there, posters and things from years ago,” he said.

“It’s going to be called Sleep When You’re Dead Swansea. Why Swansea? Why not?

“The idea with the brand is to expand and go into as many cities as we can. There are a few on the list.

“I can’t say where they are yet. But Swansea was one of them.”

Going entrepreneur, then?

He joked he was planning to open “about 50” more.

“It depends how successful the brand is,” he said.

“It’s working really well in Cardiff. I was surprised by how well it is doing.

“I’m surprised how well it has grown in the last two years.”

Read more: Some of Matt Gardiner's amazing tattoo portraits

He’s not worried about making his first million.

“I’m not really a man that is turned on by cash,” he said.

“We all need it. But in life I have just set myself challenges and and I go out to to get them.

“My challenge is not to make my first million but to make sure the brand is successful and that everyone on my staff is happy.”

Um... is booze vegan?

His vegan health kick has not inspired him to give up the booze.

“Don’t get me wrong, I have calmed down a bit on the partying front,” Pritch said.

“I still enjoy a good night out. But they are few and far between.

“I used to be out every weekend, starting Friday and going all the way until Sunday. I don’t do that now.”