After a standout year in 2023, Erewhon took a step back in 2024 to focus on its celebrity-favorite smoothies, allowing them to dominate its cultural moments. However, in 2025, the trendy American supermarket is making its mark in Paris, the fashion capital, as an official clothing brand.
French concept store Merci, a renowned 15-year-old retailer often seen as the successor to the iconic Colette, will bring the Erewhon experience to life with a curated collection of casual, washed-out wardrobe essentials. Merci is known for its eclectic mix of high-end goods, from designer fashion to everyday items like bedsheets, all presented with meticulous care. The store also features its own collection of simple, stylish wearables to complement its popular tote bags.
Erewhon’s collaboration with Merci will update classic items like quarter-zips and beanies with relaxed washes and soft knits, embodying the comfort-forward, laid-back style that defines the Erewhon lifestyle. These garments are designed to be both cool enough for a visit to Erewhon and comfortable enough for everyday wear.
The Erewhon x Merci collection will arrive at Merci’s La Civette store on January 9, with the clothing available in both Paris and Los Angeles. This collaboration could mark the beginning of Erewhon’s venture into streetwear, following its successful partnerships with Cactus Plant Flea Market and Balenciaga. Alternatively, it could simply be a creative collaboration that brings a stylish, no-frills capsule wardrobe to the forefront.
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