Erewhon Market — Los Angeles’ luxurious purveyor of golden milk, wellness tonics, keto muffins, bone broth and different high-end groceries beloved by Miley Cyrus, Halsey, Kaie Gerber, A$AP Rocky, Jake Gyllenhaal and extra — is moving into ready-to-wear and presents simply in time for the vacations.
The primary merch drop, Erewhon Archive I, is a $150 hoodie and $150 sweatpants set with the well being meals retailer’s classic Sixties-era daisy emblem, and a textual content overlay of its unique mission assertion that reads partially, “We at Erewhon are glad to supply these entire pure meals to you. Since meals is fundamental to good well being, and since good well being is the inspiration of a cheerful and inventive society, we deal with our meals with the best respect and care.”
Erewhon was based in 1966 in Boston, and expanded to Southern California in 1968, the place it now operates solely with six shops in high-end communities Venice, Santa Monica, Pacific Palisades, Silver Lake, West Hollywood and Calabasas.
The superbly merchandised markets the place one can simply drop $1,000 on vegan, uncooked and macrobiotic fare, characteristic unique fruit shows to rival still-lifes, their very own tonic bars and scene-y out of doors seating. Erewhon has develop into such a pop-culture touchstone it was immortalized by Kanye West in a tweet about Yeezy suits (“Erewhon drips”) and was the topic of a recent profile in Vanity Fair, which referred to as it the “VIP room of grocery shops…the most well liked pandemic membership in Hollywood.”
Alec Antoci, the 22-year-old son of present Erewhon homeowners Josephine and Tony Antoci, is accountable for the launch into rtw, after seeing demand for L.A. streetwear model PizzaSlime’s Erewhon university-style sweatshirts launched final 12 months.
“I’ve wished to do that since highschool,” stated the USC senior. “However I wished a design path that wasn’t simply Erewhon placing its emblem on one thing. Throughout quarantine, I came across a variety of cool archival content material and pictures. I need the gathering of items to create dialog.”
The Erewhon fleece sweats are limited-edition, made in L.A. and will probably be bought on-line at erewhonmerch.com starting Dec. 17, in addition to within the Silver Lake location’s vacation pop-up store with Maison Modulare.
Erewhon’s rtw is the latest merging of style and meals, a pattern that has spanned from luxurious to streetwear; spawning such collaborations as Cha Cha Matcha with Nike, Sant Ambroeus with Supreme, Jack within the Field with Diamond Provide, White Citadel with Telfar and Cheetos with Ceaselessly 21, to not point out Ralph Lauren, Burberry, Tiffany & Co., Gucci and Prada opening their very own high-end eating places. The merging is barely more likely to develop now that buyers have develop into accustomed to buying attire and equipment alongside groceries and different commodities on retail platforms equivalent to Amazon and Postmates throughout COVID-19, and is one thing Europe and Asia have lengthy understood, with the position of meals halls and branded eating places in department shops.
“We wish to deal with the Erewhon historical past, and there are such a lot of issues we will do with it. We will probably be doing seasonal drops and collaborations are a risk sooner or later. I wish to do greater than clothes, so there might be different product classes, together with wellness,” Antoci stated, including that he’s additionally engaged on a coffee-table e-book concerning the model his mother and father took over in 2011.
Erewhon’s link-up by way of December with Maison Modulare, an e-commerce website began by L.A. style veteran Chrys Wong, whose geometric lace face masks have been worn by Vice President-elect Kamala Harris, marks one other step into the approach to life zone.
A self-described “good gifter,” Wong was a gross sales affiliate at Barneys New York in Beverly Hills earlier than beginning her new enterprise, promoting couture-like masks, hand-sculpted Oaxacan candles, silk pajama units, paper items and perfume within the Erewhon pop-up and on her personal on-line website.
“Every retailer we create we take locally round it. Individuals need a spot that looks like house the place they will meet like-minded individuals and join,” stated Antoci. “That’s why Erewhon is such a particular place, it’s extra than simply what we stock inside.”