It’s a strange sign of the times that Erewhon, the Southern California-primarily based significant-finish organic grocery store, has come to be, in specified circles, a model with recognition on par with some European luxury trend labels. Kanye West has tweeted about it, TikTok influencers have created enormous followings even though dissecting its assortment of goods, and, when I wrote about the store’s acceptance for the New York Situations earlier this yr, I was truly astounded at how quite a few persons waxed poetic about the store—not just as a position to shop for macrobiotic goodies, but as the extremely manifestation of the axiom “health is prosperity.” Erewhon is the sort of spot that usually takes the normal drudgery of true life—i.e. grocery shopping—and turns it into a luxurious knowledge. The type of position wherever you’d perhaps bump into Gwyneth Paltrow, slurping on her $24 smoothie, although putting on an improbably great sweatsuit.
Speaking of improbably awesome sweatsuits: would it be a shock to study that the model is now shifting from natural and organic deliver to organic clothes? It would not! And that is accurately what’s going on.
This week, the beloved well being food items retail outlet is dropping what it phone calls the Erewhon Common Selection: a restricted range of cozy hoodies ($150) and sweatpants ($125) in a few muted hues hitting erewhonmerch.com on December 18th. Just about every established is produced in Los Angeles from natural French terry, characteristics the store’s circa-1971 initial logo embroidered on the upper body or thigh, and (clearly) will be offered only in confined quantities.
“Every metropolis has a location that speaks to the society it is dependent in and I imagine Erewhon is an emblem of Los Angeles,” stated Alec Antoci, whose mother and father, Josephine and Tony Antoci, obtained the manufacturer 10 a long time in the past and are behind its new expansion.
Normally that type of converse is a little bit over the top, but Antoci isn’t wrong—Erewhon has fostered a passionate admirer foundation who fortunately shell out masses of dollars for their merchandise (and then post about them on social media). A outfits line is a model extension as pure as the dried fruit discovered in their bulk bins. And as wellbeing replaces self-indulgence as an aspirational life style, Erewhon has become the go-to temple for our age of decadent self-care.