Officials Utah Utes 2025 Las Vegas Bowl Champions Helmet Runway 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.)Officials Utah Utes 2025 Las Vegas Bowl Champions Helmet Runway Shirt
Erewhon has been selling premium organic smoothies for years and had previously collaborated with influencers such as Christina Najaar (who goes by Tinx on TikTok) and Marianna Hewitt, founder of the skincare brand Summer Fridays, on custom creations. But its 2022 Hailey Bieber collaboration proved to be a game-changer. After Bieber candidly posted a breakdown of her go-to Erewhon smoothie to her Instagram Stories, the store informed her of the surge of fans asking for the custom order. The model then convinced Erewhon that a namesake drink would be a hit, launched alongside her Rhode skincare brand. She was correct: the pink, coconut-cream swirled Strawberry Glaze Skin smoothie, a perfect blend of TikTok-fuelled food trends and influencer marketing, went viral.
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