Photo: Dania Maxwell/Los Angeles Times via Getty Images
If you’ve been craving a $23 smoothie named after a celebrity, 128 ounces of raw milk, or a single $19 strawberry allegedly plucked straight from the fields of Kyoto, do I have some news for you. Erewhon — the preferred grocery mart of crypto-hipsters living in Venice Beach and anyone with a blue check mark on Instagram — might finally be headed to New York. But there’s kind of a catch. As first reported in Emily Sundberg’s Feed Me newsletter, it appears that the first New York Erewhon smoothie bar will be inside a private padel club owned by the CEO of Kith.
According to a recent Instagram post from Kith founder and CEO Ronnie Fieg, his West Village space, which will be called Kith Ivy, will include an Erewhon smoothie bar somewhere between the cold plunge and an offshoot of Cafe Mogador. (Also in Fieg’s mock-up: a Jacuzzi, a hammam, a sauna, and a steam room, one of which is seemingly carved with the Armani logo.) Of course, to access any of this — smoothie bar included — you would presumably have to pay the $36,000 initiation fee and $7,000 in annual dues. For context, that’s almost the entire going rate for a no-benefits job in fashion.
According to our colleagues at Curbed, Feig’s club plans are not exactly going smoothly — West Village residents have been protesting the prospect of “noise, drunken rowdiness, and crime” coming to their neighborhood by way of a Kith sports club. Something tells me Erewhon’s clientele won’t be any more welcome.
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