The fashion, publishing, and entertainment industries are all experiencing a mushroom boom.

Boswell Book Company in Milwaukee is run by seasoned bookseller Daniel Goldin, who has access to all the most eagerly awaited new books.

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One recent weekday, he was in the middle of reading Keith Seifert's "The Hidden Kingdom of Fungi: Exploring the Microscopic World in Our Forests, Homes, and Bodies."

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A "perspective-shifting guide to our microfungal matrix," according to Kirkus Reviews, and Mr. Goldin himself adds, "I found it on our mushroom table and grabbed it."

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Since both clients and workers have such a strong fondness for mushrooms, his company has a department dedicated to fungus.

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You can find books about mushroom hunting with titles like Frank Hyman's "How to Forage for Mushrooms Without Dying."

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The once-humiliated mushroom is currently having a moment on the runway, in Hollywood, and on Instagram.

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