Erewhon, a supermarket known for its star-studded, expensive products, has a new pair of luxury items on its shelves.
The Los Angeles chain collaborated with French fashion house Casablanca on expensive backpacks and pink juice, marking the first collaboration of its kind for Erewhon. Alaya Après-Sport Juice ($14) and Après-Sport Tote Bag ($165) will be on sale April 13-May 9 at all seven locations (Calabasas, Fairfax/West Hollywood, Pacific Palisades, Santa Monica , Silver Lake, Studio City and Venice). Each bottle features the Casablanca logo and a special branded hanger. Meanwhile, the 100% cotton canvas bag has bright pink accents and logos.
The juice, named after the son of Casablanca’s creative director Charaf Tajer, was made with ingredients his family consumes daily, including coconut milk, strawberries, pita and pink salt. While family shoppers might balk at the price, Tajer believes prosperity is priceless: “We’re always looking for beauty in the world,” he says, “and it usually starts from within.” Erewhon has always been one of my favorite stores and Casablanca and Erewhon also have many common philosophies and values around wellness, especially nature and nature as the ultimate luxury.
Erewhon’s brand development executive Alec Antoch says it makes “perfect sense” to partner with Casablanca, a company that calls it a like-minded brand. “On its own, I think Casablanca is more than a typical brand. They are experts at creating an immersive story, with strong artistic directions and luxurious materials in each of their collections. ”
Casablanca x Erewhon bag
Courtesy of Casablanca
A version of this story first appeared in the April 13 issue of The Gossipify. Click here to subscribe.
Source: Hollywood Reporter
Camila Luna is a writer at Gossipify, where she covers the latest movies and television series. With a passion for all things entertainment, Camila brings her unique perspective to her writing and offers readers an inside look at the industry. Camila is a graduate from the University of California, Los Angeles (UCLA) with a degree in English and is also a avid movie watcher.
