This summer, you may have noticed it’s getting “hot in herre” with soaring temperatures throughout the U.S., and wildfires across Canada and Europe. Climate experts predict 2027 will likely be hotter than 2026. Increasingly, frozen yogurt and cold treats have become a modern status symbol. Froyo shops have become raves. Prestige beauty brands (Chanel, Korres) are infusing their products with yogurt cultures. The queues at Mimi’s or Go Greek have become synonymous with being chic. (Can’t say we agree) Now, combined with high-protein, collagen, and adaptogens, frozen treats feel indulgent but not reckless. In the social media era, they are also highly photographable, customizable, and monochromatic (and therefore, in theory, quiet-luxury-adjacent).
