I first heard about the Lox Club in November, when a chic friend alerted me to the existence of “Jewish Raya.” I downloaded it immediately. My application languished for nearly two weeks as I obsessively checked the app and sent deranged tweets about my desire to be accepted. I, like fellow Jew Groucho Marx, am only interested in clubs that would not have me as a member. It’s a deep pain to be cast out by one’s own people.
Kevitch thought dating apps on the whole were too sterile. “I’m obsessed with immersive experiences that kind of bring out your inner child, like escape rooms and speakeasies with the secret entrances and haunted houses and magic shows,” he said. And so the Lox Club is designed to be playful—when downloaded, the app first shows users a story (inspired by Kevitch’s beloved grandparents) about a couple who founded a speakeasy within a deli in Prohibition-era New York City. An application follows, with a section asking for users for “a brief career history and future ambitions.”
“I was being a little tongue-in-cheek with [the website], making fun of the pretentious social clubs,” said Kevitch. “To my surprise, hundreds of people started applying for it and sharing it all over Instagram. And even then, I was like, ‘wow, I could not see myself opening a dating app,’ because I have always been so anti–dating app. In hindsight, maybe that’s why it’s working.”
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