More than a market, ErewhonMarket is a real-life manifestation of the clean eating lifestyle. Here, see one Vogue writer's experience at Hollywood's cult-favorite wellness location.
fill their carts with locally grown, organic produce; Erewhon’s minuscule raw organic cacao truffles inspire adulation on social media; and this summer, it partnered with denim brand Agolde to launch its new organic collection, which uses recycled yarn and non-genetically modified, sustainably-grown, organic cotton—a first for the supermarket, or any supermarket, as far as I can tell.
Founded by plant based–food enthusiasts Michio Kushi and his wife, Aveline, in Boston in 1966, Erewhon was a safe space for the counterculture, which remained the case when the Kushi family opened its first L.A. outpost on Beverly Boulevard in 1969. After changing hands several times, it was bought by entrepreneurs Tony and Josephine Antoci in 2011. “The mission was good, but the store was a little . . . depressing,” Josephine tells me.
Two more locations will open in the next two years—one in L.A.’s trendy Silver Lake neighborhood and the other in the San Fernando Valley’s Studio City—which is not surprising if you consider “ceremonial-level” purification via White Dragon matcha powder a viable remedy to an increasingly oppressive political, socio-economical, and environmental climate. Neither is the Antocis’ future plan to possibly enter the clean-eating capitals of San Francisco and New York.
“We’re healers,” says Jason Widener, the fit, cheerful VP of store development at Erewhon, who is not certified in any modality that the Western medical community would consider curative. Still.
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