The Erewhon Effect

In Los Angeles, the wellness capital of the world, the pursuit of health and well-being isn’t merely a trend, but a certified way of life. And it’s here that the sought-after Erewhon Market stands as a home away from home for those seeking luxury well-being, community, and an opportunity to showcase one’s interpretation of ‘Erewhon Chic’ style. This health food destination is quite possibly the closest thing to wellness heaven anyone has drafted up so far.

Third Space

Erewhon represents more than just a grocery store — it’s an institution; a manifestation of a lifestyle devoted to holistic living, mindful consumption, and show-stopping food merchandising. As the sociological concept of ‘third spaces’ gains prominence in the post-pandemic world, which references places that are outside of both the home and work spaces, Erewhon stands out as a star contender in LA’s wellness scene and has become a cultural phenomenon in itself.

Lowdown on Erewhon

If you have never heard, visited, or seen it before on TikTok – here’s the lowdown. Erewhon Market is a certified B Corp, meaning that you can expect high standards of performance, accountability, and transparency when it comes to employee benefits and charitable giving, along with supply chain practices and materials – it’s also really hard to get. It’s definitely been a journey to get to this point however, with roots tracing back to 1966 when Michio and Aveline Kushi founded a small health food store in Boston. Since finding its rightful home in Los Angeles in the 1970s, Erewhon has undergone a transformation from a humble fresh food store to a luxury brand synonymous with health, wellness, and fashion. Its journey reflects a major shift in consumer preferences, values, and what’s possible with the power of social media.

Celebrity Smoothie Collaborations

There are many elements that set Erewhon apart, but one of the hallmarks of Erewhon’s distinctiveness lies in its series of celebrity smoothie collaborations (if you can stomach the $20+ price tag), which features an extensive list of prominent figures including Winnie Harlow, Giselle Bundchen, and Olivia Rodrigo, and flavors that include the “Hailey Bieber’s Strawberry Glaze Skin Smoothie” or “Dr. Paul’s Raw Animal-Based Smoothie”.

Erewhon Fashion

“These people behind the counter look like surgeons. It’s very Margiela; everyone is computerized — it’s like this is how you look or how you should work. It’s very ‘fashion’ in the way it’s presented.” – Elgar Johnson

Not only does Erewhon offer merchandise, but they’ve also ventured into collaborations and capsule collections. Erewhon’s most notable partnership so far has been with fashion house Balenciaga. It was a huge moment, with celebrities including Kim Kardashian attending the Balenciaga 2024 fall show sporting Erewhon totes. This isn’t the first time they’ve dipped their toes in the fashion world, however: they’ve previously worked with brands including Represent, Casablanca, and Cactus Plant Flea Market.

Immersive Lifestyle Experiences and Membership Benefits

What these alliances have managed to achieve is a blurring of the lines between fashion, wellness, and the everyday task of grocery shopping, by offering consumers a taste of luxury that traditional boundaries have never challenged before. Beyond these high-profile collaborations, Erewhon’s array of merch drops has captured the imagination of consumers. From limited-edition apparel to bespoke accessories, Erewhon’s retail lineup showcases its commitment to an immersive and holistic lifestyle experience — it embodies the essence of the brand and those who frequent it. If you’re serious about joining the club, then you can opt in by becoming an Erewhon member for $20 a month. “If you have a membership, you’re basically seen as royalty in LA”, claims Jess Bell, a loyal Erewhon shopper and wellness advocate. “There’s a way to dress in Erewhon – it’s like you’re trying to show you don’t care, but you definitely do”.

Planning Your Visit to Erewhon

If you are already planning your first visit, there are a couple of things to note. You can’t just come in mismatched sweats – well, you can if you’re a celebrity. But if you mark yourself as a member of the general public, then consider this to be very much ‘an affair’. There’s a valet; everyone looks like or is a model – it’s a bit like entering an adult Charlie and the Chocolate Factory (but with fewer dental health implications).

Erewhon as a Third Space

“I understand that the pricing of a punnet of strawberries at $10 is extortionate, but feeling like you’re a part of a club – that’s actually good for you – in my opinion makes it a club I want to be a part of!” – Jess Bell

Erewhon Market stores are known for their upscale and aesthetically pleasing interiors. The stores typically feature a clean, modern design, with a ‘devil’s in the detail’ approach to their shelves and displays — if you find yourself possessing similar characteristics to Monica from Friends, then you’d be pleased to learn it’s basically ASMR for your eyes. Everything is fresh, and made to order – which becomes apparent when you reach the smoothie line.

The Erewhon Brand: Symbolism and Impact

What is it about Erewhon? Despite the varied and often colorful pronunciations, particularly among those less familiar with the health food store, one thing remains undeniable — everyone is talking about Erewhon. “I think when you get brands that people can’t pronounce properly, it always sticks with you”, says Bell. Think about Loewe doing the ‘How to pronounce Loewe’ campaign. It just works.

The name Erewhon itself draws inspiration from Samuel Butler’s 1872 book entitled Erewhon: or, Over the Range – an anagram for ‘nowhere’, which suggests its fictional origins. In Butler’s novel, Erewhon depicts a utopian society and cleverly satirizes various aspects of Victorian culture, including religion, morality, and science.

The Future of Erewhon

Erewhon Market embodies the spirit of LA’s wellness movement, but has now transcended the local. Much of the brand’s recognition and awareness has been amplified through social media, which is playing a significant role in propelling the brand’s popularity across continents, despite being isolated to California. “I think social media started the whole thing. And then when they collaborated with Balenciaga not long ago, they sort of penetrated the fashion audience as well as the celebrity audience. I think that’s an example of how powerful social media can be because it’s not like it’s a new store, it’s been around for years”, adds Johnson.