Gifting suites and little mani/pedi/hair salon/spas--all sponsored by various companies, of course--are everywhere during New York Fashion Week, but today I got an invite for one that seriously confused me. I was scrolling through the menu of pampering treatments--hot stone massage, facial, Best Drug Rehab Toxicity Test...Wait. What?
In one of the more confusing mash-up/collabs we've seen, Michigan-based drug rehab center Best Drug Rehabilitation (BDR), has teamed up with Organic Avenue (the juicing company), Cygalle Healing Spa, the NYC Jivamukti Yoga Center and even Charlotte Ronson for a two-day editor retreat during New York fashion week where they'll be offering healthy treatments and treats. How, pray tell, did this come to pass?
We chatted with Per Wickstrom, a former drug addict himself and the owner of BDR, and Cygalle Dias of the Cygalle Healing Spa, who met through their mutual publicists. Wickstrom has treated people in the fashion, entertainment and sports industries (no, he didn't name drop, so don't ask) and his rehab system involves a lot of holistic treatments rather than drugs. For example, addicts often have problems sleeping, but instead of Ambien and Xanax he offers vitamins, minerals, and amino acids.
So why target fashion people? Are they looking for people with drug problems to treat--and is the fashion industry a good place to look? "We don't want [people to think] we're out there trying to find the drug addicts. That's the farthest thing from our minds," Wickstrom told me. "But if someone comes up to us and says, 'Hey can you help me?' [We will]. We want to offer people in these high-stress environments an alternative holistic methodology to get rid of some of their toxins." To that end they will administer various questionnaires to fashion industry peeps during NYFW to determine stress and toxin levels, and then will offer holistic alternatives to help with stress and sleeping. Dias said, "We want to raise awareness about holistic lifestyles and viewpoints and encourage change, and to introduce Per's company to the fashion world."
The two companies are co-sponsoring Charlotte Ronson's show and after-party this season, too; Dias has known Ronson for years. Ronson's PR confirmed to us that she has no personal ties to Best Drug Rehabilitation--the affiliation is happening through Cygalle.
As strange as the collaboration seems, we have to say we're pretty darn curious to see what an after party sponsored by a drug rehab center will be like. We bet they'll have the healthiest cocktails in town--and, if you happen to over-indulge, well, help is right at hand.