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 wellbeing, 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.
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.
If you have never heard, visited, or seen it before on TikTok – here’s the lowdown. Erewhon Market is 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.
There are many elements that sets 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 flavours that include the “Hailey Bieber's Strawberry Glaze Skin Smoothie” or “Dr. Paul's Raw Animal-Based Smoothie”.
During his recent trip to the Santa Monica location, CircleZeroEight Editor-in-Chief Elgar Johnson admittedly drank the kool-aid – which came in the form of a $28 smoothie – and got the t-shirt (a.k.a the classic tote bag and water bottle combo). “I felt like it was something that needed to be documented, you just have to do it”, he said of his purchases.
These people behind the counter look like surgeons. It's very Margiela, everyone is computerised — 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. 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”.
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).
What is ‘Erewhon Chic’ exactly? It’s pretty elusive, but Johnson recalls a stand out moment where a girl turned up in a “big look”, including just the right amount of cowboy-core. “It must have taken ages for her to get ready – she didn't just throw that on. The effort to come down to the store to grab a shake or a sandwich… I was like, ‘you're amazing’”. If ‘Yellowstone’ or Beyoncé’s ‘Cowboy Carter’ album haven’t spurred you on to rock a bit of fringe, that’s okay. Just make sure you sprinkle in some Alo and you’re pretty much good to go. If you err on the side of blending in, then it's best to avoid the Silverlake location. Jess Bell adds: “Athleisure is a safe bet. The current trend is people wearing well-known wellness brands, or oversized hoodies from Balenciaga with cargo trousers. It used to be a workout set and oversized blazers”.
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. “For me, the thing that stood out was the branding. You can go to the vitamin aisle, for example, and their name is everywhere”, Johnson says. He recounts that whilst wandering through the perfectly lit aisles, all of a sudden, someone appears with a headset, and they knew everything about everything. “It's like they've been to school”, he adds. A nutritious meal and an informative mini-TED Talk? This sounds far more rewarding and a better investment than many receive on a first date.
He likens aspects of this 360-degree experience to the arrival of the first Abercrombie & Fitch in the UK, when everyone was eager to rush through the heavily perfumed doors and revel in West Coast style: “When that shop opened, I remember it being like something I'd never experienced before”.
Beyond the well-versed staff and the fresh and endlessly creative produce options, many locations offer additional amenities such as juice bars, salad bars, and prepared food sections where customers can find their favourites to grab on-the-go. Bell adds that, “The quality of the fresh food, hot bar, and smoothies is very good. It’s important to note that the pricing in LA in general is very high for eating out, so it can somehow be slightly justified”. Most people in LA crave top quality products, and the constant release of ones that can benefit their health. Among Erewhon's top-selling products are the vibrant Erewhon Sea Moss Gel – priced at $88 and available in a spectrum of Crayola colours – the indulgent Organic Chicken Noodle Soup $17 – Heinz could never – the Sushi Sandwich at $21, and the Buffalo Cauliflower. While these prices may raise eyebrows for most, Erewhon's clientele views it as more of a hangout spot or trendy restaurant. When considering the value the experience adds to Erewhon regulars’ lives, it's akin to the expense one might incur at their preferred 'third space’ – a bar or club, say – factoring in the cost of drinks, potential hangovers, and lost hours of sleep. In this light, the investment in the grocers’ offerings seems justified for those who prioritise holistic well-being. I think I am safe to answer Marie Kondo's question on this one: it most definitely sparks joy, but I’d like to add that if that smoothie doesn’t reverse the signs of ageing, I’ll be very disappointed.
Despite the varied and often colourful 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 satirises various aspects of Victorian culture, including religion, morality, and science. While similarities can be drawn between the themes of the book and the enchanting aisles of Erewhon, the reality is that Erewhon is a place people simply can't resist, even if it means a dent in their credit card. After all, who can say no to prioritising gut health?
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.
This does raise the question: what will they do next? Though a global offering would seem inevitable, it seems this won’t become the world’s local third space just yet. Their current expansion plans remain in the state of California. So for now, if it ain’t broke, don’t fix it. However it appears that it is just the beginning of their fashion and luxury partnership endeavours. Erewhon is at the top of their game and people are hungry for it, credit card debt be damned! “Whenever you put the price up on something, it's strange, isn't it? Because you think people wouldn’t go at that price point; that it’s too expensive, but people end up wanting it more”, says Johnson. But beyond the food, the cost, and the community, it boils down to a simple truth: Erewhon is an experience that so closely resembles perfection, it’s akin to a fantasy, or a dream-like world — it’s no wonder everyone wants a piece of it. But I suppose that’s why it can only be found in La La Land.
