The Future. Erewhon Market has made the grocery run a “see and be seen” affair. Although the buzzy LA-based chain has been around since 1966, its recent redesign under owner entrepreneur Tony Antoci has transformed it into the supermarket of the stars. Now, with dips into fashion and celebrity collabs, Erewhon may be evolving into a lifestyle brand that just so happens to sell food.
Groceries, but make it fashion
Erewhon is the Supreme of supermarkets, says Highsnobiety.
The LA-based chain has it all:
- Celebrity. Besides being the daytime hangout of the city’s moneyed artistic community, A-list names like Kourtney Kardashian, Bella Hadid, and Hailey Bieber have even partnered with the chain on their famous (and famously expensive) smoothies.
- Streetwear. Erewhon has not only dropped a coveted in-house apparel line, but it’s also inked collabs with exclusive brands like Casablanca, Sky High Farm, and Cactus Plant Flea Market (which also designed a $22 smoothie), crashing its merch site.
- Wellness. Oh yeah, Erewhon is also a grocery store that sells food. Its focus on wellness, clean ingredients, and natural foods makes it a favorite for the health conscious… and the well-off (16oz of raw coconut milk costs $13).
Erewhon has become such a part of the cultural conversation that the grocery store’s tag on TikTok has clocked half a billion views with a crop of “Get Ready With Me” videos of people showing off their fits to peruse the produce isle.
Well, when your branded grocery tote costs as much as The Tote Bag from Marc Jacobs, style has no choice but to be on the menu.