The Fashion Transformation Of Water Bottles
Staying hydrated is paramount for every human being, and our need for water impacts how we go about our everyday affairs. We require water to be within easy reach regardless of the tasks we must carry out each day, and this need creates an appealing opportunity for those in the water business, specifically, water bottles.
Chilly’s Bottles, 2020
During my time in education, I remember various developments in water bottle production, in particular the rise of VOSS, which produces high grade PET plastic and glass water bottles. Boosted dramatically by social media influencers, the brand spread to general stores like Tesco and Sainsbury’s and sold out everywhere, especially during the height of summer, when heatwaves drove demand for water kept cool by glass packaging. Retailing at a more expensive price point than most other bottled water brands, VOSS quickly established itself as the premium water of choice, with everybody from teenagers to celebrities posting selfies with their VOSS bottles. This started a trend for luxury bottled water; using a VOSS bottle became a way of displaying one’s fashionableness and social standing.
While human beings have always used some form of container for storing water, individual water bottles officially began to be manufactured around 70 years ago and were initially made of glass or steel. Post-World War II saw the introduction of plastic, but it would be a few more decades before disposable plastic water bottles dominated the market. Some water bottles simply offer storage, while others are designed to keep water at a specific temperature for longer time periods; it was in the early 20th century that hot water bottles were invented, while stainless steel bottles insulate water to help it maintain its temperature.
Single-use plastic water bottles exploded in popularity in the late 1980s when supermodels were spotted on the catwalks with Evian water. Marketing departments immediately went into hyperdrive, bombarding the public with the notion that they always needed water within arm’s reach. More recently, however, the tides have turned due to increased attention towards the landfill crisis and the environmental damage caused by discarded plastics around the world. As a result, drinking from a single-use plastic water bottle has now become a social ‘faux pas’, especially among celebrities and influencers, with reusable water bottles seen as somewhat of a fashion accessory and status symbol.
Lucy Hale, left, Jonah Hill, right
Nowadays, it is very easy to see reusable bottles as a fashion accoutrement. Founded in 2010 by James Butterfield and Tim Bouscarle, Chilly’s bottles stormed the market with their ability to keep water cold (or hot) for a considerable amount of time. Created as an alternative to the single-use plastic problem, their design combines the high-performance technology and eco-friendly benefits of a traditional flask with a modern and chic appearance. Riding the wave of climate awareness, the brand has also found endorsement with various celebrities, including actress Julia Roberts, who was photographed with a S’well bottle (£45), model Gisele Bundchen, seen leaving a gym clutching a BKR (£30), and actor Jonah Hill, who lugs a 64oz Hydro Flask (£45) around town.
Chilly’s is expected to make a staggering forecast revenue, having already increased their takings from £2.5m in 2018 to £40m in 2019. With the reusable water bottle industry valued at $8.1 billion (according to fashionista and business consulting firm Grand View Research, as of the last two years), it’s clear that products like these are here to stay. From Hydro Flasks inspired by the VSCO cam girl to luxurious crystal embedded bottles on Net-a-Porter, reusable bottles really are greener, smarter and sexier.
“If you want people to adopt a new behaviour, if you want to create mass change, it helps to have influential people on board. Within the environmental movement, people have been carrying reusable bottles for years, but when you get Love Island contestants using them, it is huge - it helps to normalise it.”
Looks like the water bottle might be the new tote bag.