A loaf of bread has become New York City’s latest viral hit and, somehow, status symbol.
At Rye, the first US outpost of Austrian bakery Martin Auer, a 3.3lb loaf of 100% rye sourdough sells for $60 in SoHo. Made with just water, flour, salt and time, the bread has attracted the kind of attention once reserved for rainbow bagels, cronuts and skyscraper milkshakes. Which raises the inevitable question – is it actually worth that much?
