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.) Lest you think you’d have to pay the $36,000 initiation fee and $7,000 in annual dues to get your hands on an East Coast Erewhon drink, there is kind of a work-around. According to a page on Kith Ivy’s website, anyone in the delivery radius of the future “Erewhon tonic bar” will be able to order smoothies and juices in “limited quantities” on Postmates and Uber Eats. What do you think the delivery fees are?
Then again, not everyone in the neighborhood is clamoring for access. According to our colleagues at Curbed, 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. Kith Ivy remains undeterred — following the Erewhon news, Fieg officially launched a Kith Ivy Instagram account, where he posted some more polished photos of the club and advertised the impending tonic bar as a spot “redefining health and wellness for our members.” And a few other West Village residents with an Uber Eats account, of course.
This post has been updated.
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