Thirst is a uniquely trendy affliction. I’m not talking of Merriam-Webster’s definition however of City Dictionary’s: “1. Too wanting to get one thing 2. Determined.” Thirst drives a lot of males’s trend in 2019. Take into account just a few examples: the droves of individuals logging onto the SNKRS app to purchase the latest-and-greatest? Thirsty. The devoted people leaving feedback, following accounts, haplessly tagging three buddies, all to win a raffle? Thirsty! These buoying their clout with sneakers and box-logo tees purchased for approach above retail on secondary websites? So thirsty. In that approach, it is sensible that in 2019, water—plain previous H20—would turn out to be the dominion of streetwear manufacturers and designers. Hastily, Water for Fuccbois is a viable market. The massive query is: when did everyone get fairly so thirsty?

Water ought to be a tough factor to market. It’s clear and it’s tasteless, and each model’s product is principally the identical as these of all its opponents. “Clear bathtub juice,” Tracy Morgan’s character Tracy Jordan as soon as referred to as it on 30 Rock. That’s a actuality Patricia Oliva, international model VP for Evian, has come to grips with. “On the finish, bottled water will be perceived as one thing that’s boring,” she says. So she went about altering that. Naturally, she went to Virgil Abloh.

The Virgil Abloh-designed reusable bottles

Jamie McCarthy/Evian

In December of final yr, Evian introduced Virgil Abloh as its Inventive Advisor for Sustainable Design. A few months later, it launched a sequence of limited-edition Soma bottles that got here wrapped in silicone printed with the phrases “Rainbow Inside.” After promoting out the primary…drop, the model tweaked the design barely for a brand new launch. Now the bottle—dropping quickly!—reads “Make a Rainbow.” That is along with the mini water cooler (named the Renew Dispenser) that was seeded to influential water drinkers, and a “Drip Drop” occasion in New York the place “hydration obsessed followers and fashionistas alike started lining the block early to ensure to get a spot in line,” in line with a press launch. The Abloh partnership and ensuing merchandise rolled out across the identical time as an Evian marketing campaign starring downtown cool child (and Abloh pal) Luka Sabbat.

Evian wasn’t alone. Nalgene, the OG purveyors of reusable water receptacles, was rolling out collaborative bottles with Bape, Travis Scott, and nü-hippie model On-line Ceramics. Jaden Smith launched a boxed water model that just lately partnered with the Soylent of footwear, Allbirds, to launch a pair of sneakers. As clients incorporate sustainability into their private manufacturers, water-bottle corporations are discovering new issues to promote them.

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However why streetwear, of all issues? Evian’s Oliva tells me that trend has lengthy been of curiosity for the model, beginning with a 2008 collaboration with Christian Lacroix. In 2015, Evian labored with Alexander Wang on a slender glass bottle striped with the designer’s emblem. The purpose, Oliva says, is to create the identical factor trend at all times has, ever since a courtier put a powdered wig on Napoleon: desirability. “We wish to be essentially the most fascinating and sustainable water model out there,” Oliva says. “Desirability is admittedly large with trend.”