Streetwear, superfoods, and status

How Erewhon and Kith Ivy are redefining luxury wellness in New York

I also wanted to design a space that balanced ambition with ease, so I brought in partners I’ve always admired to bring this vision to life.

When two cultural powerhouses—Los Angeles’ Erewhon Market and New York’s Kith—join forces, the collision of wellness and streetwear feels almost destined. This fall, the celebrity-loved grocer and the globally influential lifestyle label converge at Kith Ivy, a private members’ club in Manhattan’s West Village. Within its sleek interiors, Erewhon makes its long-awaited East Coast debut through a dedicated tonic bar, serving its cult-favorite smoothies and wellness elixirs to an audience that prizes exclusivity as much as taste.

The collaboration reads as a natural meeting of minds. Erewhon, founded in 1966 as a modest macrobiotic co-op, has evolved into a modern emblem of aspirational health—its $20 smoothies and meticulously curated shelves now shorthand for luxury wellness. Kith, established in 2011 by Ronnie Fieg, has charted a parallel ascent in fashion, growing from a sneaker boutique into a global cultural hub with flagship spaces in New York, Miami, Paris, and Tokyo. Both brands thrive at the intersection of community, lifestyle, and status—and together, they are redefining what it means to live luxuriously in New York City.

I wanted to create something rooted in community, culture, and connection. Padel quickly became the centerpiece of that vision. As I started playing, it became clear the sport was at a turning point,” Feig recalls. “In recent years, I’ve fallen deeply in love with the game, and with it came the idea to create something New York has never had: a members’ club that blends luxury, lifestyle, and sport, while bringing together people who share a passion for competition and camaraderie.

A club like no other

The brainchild of Fieg, Kith Ivy is more than a members’ club—it is an ecosystem of wellness, sport, and culture. Its amenities include a state-of-the-art gym, spa interiors designed by Giorgio Armani, rooftop padel courts, curated retail, and refined dining, all seamlessly blending fashion’s edge with wellness’ allure.

At the heart of it sits Erewhon’s tonic bar, offering the brand’s most iconic creations: nutrient-packed smoothies, tonics, and blends that have become social media sensations. Unlike its expansive grocery stores in Los Angeles, this outpost distills Erewhon’s identity to its most coveted essence—functional, Instagrammable wellness in a glass.

“I couldn’t build this alone. I turned to the very best. Partnering with my longtime friend Michael Cayre—an innovator in hospitality and one of the foremost experts in members’ clubs—felt natural,” Feig says. “I also wanted to design a space that balanced ambition with ease, so I brought in partners I’ve always admired to bring this vision to life.”

A price tag on exclusivity

Membership at Kith Ivy does not come without its price. Entry requires a $36,000 initiation fee and $7,000 annually. For non-members, Erewhon’s drinks will only be accessible through delivery platforms like Postmates and Uber Eats. For those inside the club, however, sipping a branded smoothie in this setting is not just about health—it’s about status, a new ritual of belonging in the city’s elite wellness scene.

The future of luxury wellness

Beyond the controversy surrounding cost and exclusivity, the Erewhon × Kith Ivy collaboration underscores a broader cultural shift: luxury lifestyle experiences are becoming as significant as the products themselves. Wellness today is less about necessity and more about culture, community, and spectacle.

For Erewhon, it marks a bold expansion from LA to New York. For Kith, it cements an evolution from clothing label to lifestyle architect. And for New York, it heralds a new chapter where fashion, health, and exclusivity collide—reshaping the way the city lives, consumes, and aspires to look luxuriously modern.