Two years ago, it was Balenciaga sending out invites in the form of a protein bar. Now it’s Swiss brand On announcing a multi-year partnership with Erewhon, the LA-based organic grocer that has since become one of the most referenced brands in international pop culture. In two years, Erewhon has made the definitive leap: from TikTok inside joke to strategic partner for some of the biggest names in sportswear and fashion. And On isn’t the only one to have noticed: last autumn, Lululemon also announced its first collaboration with the supermarket, a capsule collection built around the two brands’ shared values of community and wellbeing. Clearly, being associated with Erewhon has become one of the most sought-after moves for brands looking to push their perception beyond sportswear.

The On x Erewhon collaboration operates on multiple levels. At the centre is a capsule collection available from 28 May at on.com and in On stores: neutral tones paired with vibrant orange accents inspired by Erewhon’s in-store palette, the Cloudsurfer Max in black and white, t-shirts, shorts, sports bras, tights and hoodies. A running wardrobe that brings Erewhon’s aesthetic directly onto the street.

But the most interesting part of this project isn’t the collection: it’s the Wellness Club. On and Erewhon are launching a series of community events across Los Angeles focused on running, training and recovery, with the stated goal of building real connections between people who share an active approach to fitness and everyday life. Rounding things out, a co-branded juice designed as a post-run ritual: mineral-rich golden sea moss and liquid magnesium combined with turmeric and organic orange juice.

The launch campaign, shot at Erewhon’s Manhattan Beach store, shows runners moving through the aisles with the energy of a training session. An image that says a lot about the positioning Erewhon has built over time: no longer just a place to shop, but a symbol of a lifestyle that fashion and sport are competing to claim.