Introducing Kith Ivy: NYC's Newest Exclusive Club Featuring Erewhon's Debut

News about Erewhon's premium $15 juices making their way to New York City traveled quickly, much like their viral Hailey Bieber-themed strawberry smoothie that became famous on TikTok.

The crucial detail in this announcement is the location of Erewhon's new East Coast branch: a fresh, members-only club named Kith Ivy.

Created by the lifestyle brand Kith, recognized for its trendy streetwear, this club is poised to launch later this year within Manhattan’s vibrant West Village. Described as a 'health and padel club,' Kith Ivy will provide a boutique with exclusive Kith Ivy products, member-specific merchandise, and rooftop padel courts—an emerging racket sport akin to pickleball. The club also features a gym and a luxury spa crafted by fashion icon Georgio Armani. Alongside Erewhon's signature juice bar, a branch of the Mediterranean eatery Cafe Mogador will also be established as per the press release.

Though specific membership details, such as fees, remain undisclosed, Kith Ivy spokespersons have indicated that prospective members can contact the membership team for further details. Membership opportunities are said to be 'extremely limited,' and the application process includes requests for a photograph, job title, and social media profiles.

According to Kith's founder Ronnie Feig, the vision is to create a club that combines opulence, lifestyle, and sports, fostering a community where those with a passion for friendly competition and connection can gather. This was expressed in an Instagram update about the club.

Since its inception in 2011 by sneaker designer Feig, Kith has become synonymous with 'cool,' often partnering in unexpected ways, like collaborations involving the 'Rugrats' series or Coca-Cola.

Despite Kith offering varied price ranges for its items, collaborations with luxury designers are notably costly—like the Armani x Kith espadrilles priced at $895, and signature sweatshirts exceeding $150. Yet, demand remains robust, frequently attracting queues at their primary New York store.

The Allure of Exclusivity: A Surge in Private Clubs

Kith Ivy marks just the latest addition to the growing trend of private membership clubs emerging in New York. These venues often provide exclusive dining opportunities—albeit still costly—and facilities like gyms and meeting areas, with exclusivity being a key attraction.

Winston Chesterfield, founder of luxury and wealth consultancy Barton, expressed that the exclusivity is appealing not for the inclusion it offers members but for the exclusion of others. It effectively confers a status or accolade upon wealthy New Yorkers.

Among the priciest clubs are Casa Cruz in midtown, with a $250,000 investor model entry fee, and Aman New York, entailing a $20,000 annual charge plus a $200,000 initiation fee. Zero Bond is renowned for its downtown ambiance, while Casa Cipriani excels in culinary experiences. Recent additions like Chez Margaux and Maxime's furnish settings reminiscent of Paris or Britain. Notably, performer Taylor Swift has been seen patronizing several of these venues.

With a history stretching back to establishments during the Gilded Age, New York's wealthy have long used private clubs to demarcate social class. Historical places like the University Club and Metropolitan Club epitomize this tradition.

The same Gilded Age was characterized by notable economic disparities—a condition echoed by contemporary New York. Today, amidst pronounced wealth inequality, there's a growing segment of the city's population paying for privacy, a trend Setha Low of the CUNY Graduate Center deemed 'the great retreat'.

Whether prompted by concentrated affluence or a pandemic-spurred need for social venues, the rise in club memberships is noticeable, prompting more businesses to enter the market.

Such developments allude to an adage of supply meeting demand, emphasizing the commercial potential.

With padel's popularity rising, why not establish a club offering ease of court access and related amenities, from proper gear to post-game refreshments?

Chesterfield noted that regardless of the pastime's exclusivity, there will always be a niche, elite version crafted for affluent New Yorkers.