What is Kith Ivy, the newest members-only club that will house New York City's first Erewhon

Kith Ivy is the latest entrant in the members-only club space in New York City.Courtesy of Kith IvyLos Angeles-favorite Erewhon is opening its first New York outpost in members-only club Kith Ivy.The newest entrant in the Manhattan club space will have padel courts, a spa, and a restaurant.Exclusive and expensive membership clubs are growing in popularity.News that Erewhon is bringing its $15 juices to New York City spread faster than its Hailey Bieber-inspired strawberry smoothie went viral on TikTok.Lost in some of the messaging is exactly where the East Coast branch of the Los Angeles grocery store will be: A brand-new members-only club called Kith Ivy.Launched by the lifestyle brand Kith — known for its streetwear — the club is set to open its doors later this year in Manhattan's West Village neighborhood. Billing itself as a "wellness and padel club," it plans to offer a shop with a Kith Ivy product line, as well as members-only merch, rooftop padel courts — think of it as the new pickleball — a gym, and a spa designed by Georgio Armani. In addition to the Erewhon juice bar, there will be an offshoot of Mediterranean restaurant Cafe Mogador, said a press release from Kith.Many details about membership, including price, haven't been released to the public, but a spokesperson for Kith Ivy told Business Insider that those interested in applying can get more information by reaching out to the membership team. There is an "extremely limited" number of memberships available, per the press release, and an online application asks for a potential member's photo, job title, and social media handles.The goal is "a members' club that blends luxury, lifestyle, and sport, while bringing together people who share a passion for competition and camaraderie," Kith founder Ronnie Feig said in an Instagram post about the club.Kith, which sneaker designer Feig founded in 2011, instantly gained a reputation for its "cool" factor. It's known for limited edition partnerships, including unexpected ones, like a line with the TV show "Rugrats" or Coca-Cola.While the brand offers products at a range of prices, Kith's collaborations with high-end designers run expensive — an Armani x Kith espadrille costs $895 — and a signature sweatshirt costs upward of $150. That doesn't stop customers: Its flagship New York location regularly has a line down the block.The club will boast a spa, gym, and rooftop padel courts.Courtesy of Kith IvyThe joy of exclusivity: private clubs are boomingKith Ivy's entrance is the latest of a series of members-only clubs to open in New York. Many offer subsidized — though still pricey — dining options, wellness spaces like gyms and spas, and places to work or host meetings. Most importantly, they offer exclusivity."The joy of exclusivity is not that you are accepted; it's that others are excluded," said Winston Chesterfield, the founder of Barton, a consultancy focused on luxury and wealth. "It provides wealthy New Yorkers with a rating, a title, if you will."Among the most expensive are the midtown Casa Cruz, which reportedly charges at least $250,000 to access its investor model, and the Aman New York, which costs $20,000 annually, plus a $200,000 initiation fee. Zero Bond has a clubbish, downtown feel, while Casa Cipriani is known for its food. Newer entrants like Chez Margaux and Maxime's offer a Parisian and British feel, respectively. Taylor Swift has been photographed at multiple of the above.Some of these newer additions make the Soho House — the hot club of the early aughts and 2010s — seem like a bargain, with an initiation fee of over $1,000.Clubs for the wealthy are nothing new, and New Yorkers have a long history of using them to delineate class, Chesterfield said. Haunts like the University Club and Metropolitan Club were established during the Gilded Age.The Gilded Age was also marked by ballooning economic inequality, which New York is also grappling with today. "In this time of great wealth inequality, some people in our city don't want to be around quote everything," Setha Low, a professor in anthropology at the CUNY Graduate Center, told Business Insider. "They are willing to pay to be separate. I call it the great retreat."Whether it's fueled by the concentration of wealth or a pandemic-induced desire for "third places" to socialize, membership is booming — causing more clubs to establish themselves.It's a little bit of the build it and they will come adage, Low said, often in the interest of making money."There is certainly a demand, but there is also the supply," she said.If padel is becoming more popular, why not build a club that offers easy access to courts and sells everything related to the sport, from the proper gear to the training facilities to the post-match smoothie?"Whatever the elite pastime might be, someone will develop an elite version of it for white shoe New Yorkers," Chesterfield said.Read the original article on Business Insider

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