How Erewhon Became L.A.’s Hottest Hangout
With a little help from celebrities and influencers, the health food store became the place to see and be seen.
Erewhon, an upscale organic grocery store and cafe, has six locations in the Los Angeles area.Credit.Michelle Groskopf for The New York Times
Published Feb. 17, 2021Updated Feb. 18, 2021
Angelenos have long known that health is wealth, and the healthiest and wealthiest among them shop at Erewhon, the upscale organic grocery store with six locations throughout Los Angeles County.
Last year, after the coronavirus pandemic forced bars and nightclubs across the city to shutter, supermarkets were among the few places where people could still see and be seen. Erewhon, with its outdoor dining areas, became the unofficial hangout for the young, beautiful and bored. Like a moth to a nontoxic flame, the store drew Instagram flâneurs in droves but also plenty of grimaces and eye rolls from locals.
The sweatpant savants behind Pizzaslime turn viral laughs into a fashion brand
Some of the humorous home and apparel offerings from L.A. brand Pizzaslime.
(Pizzaslime; photo collage by Calvin B. Alagot / Los Angeles Times)
By Max Berlinger
Print
At a glance, it looks as if Nick Santiago and Matthew Hwang, founders of the creative agency and streetwear brand Pizzaslime, are hanging out with famous friends in a private jet.
Instead of piling the plush airplane seats with designer luggage, the cabin is filled with Pizzaslime pillows printed with absurd celebrity tweets from Kris Jenner (“I feel like there’s a giant meatloaf inside of me”) and Kanye West (“Naps are awesome”). The pillows areavailable for purchase on the Pizzaslime website, which is modeled after celebrity gossip site TMZ, for a mere $45 that is, when they’re not sold out.