How Erewhon Became L.A.’s Hottest Hangout

The interiors of Aveyron focus on natural, raw materials (gestures for raw, natural selection) and exposed food preparations that communicate honesty. “We ain’t got nothing to hide,” Mr. Chiprut said. He was inspired by four-star hotels and luxury clothing shops, and wanted extra-wide corridors to create an airy, open feeling. And of course, each location has an outdoor eating area, perfect for walking around with a smoothie, which has become a type of windfall during the epidemic.

Nick Santiago and Matthew Hwang were such dedicated iren shoppers that a few years ago they made sweatsuits with the store’s name in block letters – as Merck. Mr. Santiago and Mr. Hwang, who run a digital marketing agency Pizslem Together, they sold for $ 300 a pop. Now released in limited quantities, often sold out, as actors have been seen sweating Sophie turner And Jonah Hill And young and influential like Kelsey Calamine Zach Bia.

Mr. Hwang said, “It is up to us to go to Evon every day and be like, I think they had the goods.” “So we made something and posted it and people liked, ‘Yo, I need this.’ So we made it for friends, and then what is ours Guys it would be like, ‘Damn it, I need it.’ It has grown rapidly. “Everhon has his own today Merck line, Albeit small (for now). The first drop had a $ 160 hoodie, $ 150 sweatpants and a $ 30 face mask.

Ms. Najjar said, “What people perceive LA is an avatar.” “I’ve always found LA to be self-conscious and accept its inattentiveness.” Her videos are both satirical and honest, a sly meta-commentary on the consumerist matrix in which we are all trapped. “With millennials, my generation, we are always looking to brace ourselves for external validation and these are the markers of the person we are. Your coffee shop, your supermarket, the neighborhood you live in, they all become badges: ‘This is me, I’m West Hollywood, Alfred Coffee Shop, Erewhon Girl. ”

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