The Iceman Celebration Caleb Williams Chicago Bears Football Shirt
“Erewhon is at the intersection of two game-changing trends in the luxury market today: luxury as an experience, not a product, and the wellness and well-being trends,” says luxury retail expert Pamela Danziger. Erewhon owners Tony and Josephine Antoci acquired the business, a former niche health food store, in 2011, transforming it into an aspirational retail experience. As the wellness industry boomed and food evolved into a status symbol — where Michelin stars, exclusive dining clubs and hyper-curated ingredients became markers of taste — Erewhon positioned itself as the lifestyle equivalent of a luxury fashion brand. Holding an overpriced smoothie or carrying one of its branded totes became less about groceries and more about alignment with a rarefied, health-conscious elite.The Iceman Celebration Caleb Williams Chicago Bears Football Shirt
This identity was further solidified through collaborations that blurred the lines between food, fashion and lifestyle — partnering with Balenciaga on limited-edition apparel, releasing custom Ugg Tazz mules and working with Sushi Club, Nobu Matsuhisa’s exclusive membership club. The brand’s pop culture presence has only grown, with a cameo in the recent season of The White Lotus and thousands of TikTok videos documenting pilgrimages to experience its name-branded products firsthand. The third season of the HBO favourite dropped on 16 February to record views. Vogue Business unpacks the brand impact, on-screen and off. “We are seeing a shift where consumers are increasingly viewing their food and retail choices as extensions of their personal brand,” says Dr Daniel A Langer, CEO of luxury consultancy Équité and executive professor of luxury strategy at Pepperdine University. “Erewhon has capitalised on this by blurring the lines between food, fashion and lifestyle. Their collaborations with fashion brands and celebrities are a reflection of how modern consumers view luxury — as an all-encompassing lifestyle choice rather than isolated purchases.” Now firmly embedded in LA culture, Erewhon is expanding rapidly, operating 10 stores across California, with three more set to open in 2025 — its largest growth phase yet. “We see 2025 as the beginning of Erewhon 2.0 — a wave of expansion for us,” Tony told the Los Angeles Times in January. (Erewhon did not respond to requests for comment.)
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