Your favorite ’90s misfits just made supporting veterans as trendy as ordering overpriced smoothies in West Hollywood. Smashing Pumpkins reportedly partnered with Erewhon to launch the “OG Goth“ smoothie—a $19.79 black-and-purple concoction that channels gothic aesthetics into charitable action. If confirmed, every penny from this limited-edition drink would support the Concussion Legacy Foundation’s research into CTE and traumatic brain injuries affecting athletes and veterans.
When Gothic Meets Green Juice Culture
Billy Corgan’s tribute to LA’s gothic underground becomes functional wellness art.
The OG Goth reportedly packs seventeen premium ingredients that read like a nutritionist’s fever dream:
- Lion’s mane mushroom meets blue spirulina
- Black sesame butter mingles with organic coconut water
- Erewhon’s signature chocolate ganache ties it together
Corgan allegedly describes the name as homage to pioneering LA gothic bands who embraced “being othered”—finding community through unique artistic identity. That philosophy translates perfectly into Erewhon’s wellness-obsessed customer base, where being different often costs extra.
Beyond the Smoothie: Supporting Hidden Wounds
Proceeds would fund critical research into CTE and traumatic brain injuries plaguing veterans and athletes.
The Concussion Legacy Foundation tackles an invisible crisis affecting thousands of service members and former athletes. Their Project Enlist program increases posthumous brain donations from veterans, advancing crucial CTE research that could revolutionize treatment.
The foundation also operates direct support services, including a HelpLine for families navigating brain injury recovery through research, education, and advocacy. This rumored collaboration would bring much-needed visibility to conditions that often go undiagnosed until it’s too late.
Celebrity Smoothies Get Serious
Erewhon’s artist partnerships reportedly evolve from pure marketing into meaningful advocacy.
While unverified previous collaborations with other artists focused on flavor profiles and fan service, the rumored Smashing Pumpkins partnership would signal a maturation of celebrity wellness branding. The gothic aesthetic naturally aligns with functional ingredients like chlorella and cacao powder, creating authenticity that transcends typical promotional stunts.
If available through November 8, as reported, the OG Goth would represent how alternative artists are redefining merchandise beyond vinyl and tour shirts.
You might balk at twenty dollars for blended fruit, but this rumored gothic wellness experiment suggests that sometimes the most unexpected collaborations create the most meaningful impact. When veteran brain research potentially gets funded through smoothie sales, everyone wins—even if your wallet feels a little lighter.
