Granola is terminally unglamorous, and also forever chic. And Tom’s Perfect 10 is a granola for our times. rtsugar reports
High fashion. Photo: Marcus McDonald Tom Bannister did not mean to start a granola company, but when you are an Instagram influencer married to an Instagram celebrity, these things just happen. One day you’re just a regular granola-loving ad executive, and then your wife, who happens to be Eva Chen, head of fashion at Instagram, starts to post videos of you reviewing various granolas, and so you learn to make granola. “It became a self-fulfilling prophecy,” says Bannister. “It became a snowball.
Before granola was granola, it was an unappealing mixture of crumbled, twice-baked hardtack concocted by 19th-century health reformers for the “maximum nutriment” of their sanitarium patients. It was saltless, sugarless, and virtuous. It did not catch on. But it did set a tone: When hippies revived granola in the 1960s, it was as an earthy rebuttal to industrial cereals and processed values. From the beginning, nostalgia for an imagined past has been part of the pitch.
Bannister is not the only person to surf granola’s latest wave; in October, Camilla Marcus, who’d closed her Soho café, West~bourne, the month before, reinvented the business as an online shop and doubled down on her granola. It, too, is a wholesome luxury, in flavor as well as price , although in every other way, the products are about as different as two luxury granolas can get. West~bourne’s is spare, elegant, deeply caramelized. The flavor never changes; it is always “granola.
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