All things considered, water is a pretty decent drink. Free of the tooth-softening sugary properties that make most fizzy drinks a no-go these days, and incredibly unlikely to blight you with a soul-crushing hangover, it is a solid, sensible option suitable for most situations which call for liquid refreshment. Sadly, water is also quite boring.
Why, these H2O-avoidants presumably think, of all the shiny, bright, exciting looking drinks here before me in the local corner shop, should I go for plain old water in a plain old plastic bottle? Because, duh, French brand Evian have only gone and hooked up with fashion’s man-of-the-moment Virgil Abloh for a soon-to-be-highly-coveted refillable glass water bottle.
It is the first fruit of the partnership between both brands, first announced back in December 2018 when the designer was given the grand title of “creative advisor for sustainable innovation design”.
“Evian® is an iconic brand with a strong heritage in fashion and creativity,” says the Off-White head-honcho. “Its sustainability ambitions align with my own, together we can push boundaries and explore new areas of evolution, paving a better future for generations.” Virgil’s bottle uses the already-customisable options offered by filtration specialists Soma, as its base, with the phrase “Rainbow Inside” plastered all over the thing.
Evian, who aims to be a “fully circular brand”, hopes to make all of its bottles from 100% recycled plastic by 2025, announced the launch of the limited edition product on Instagram this weekend gone. The collaboration will be available to purchase soon exclusively on MatchesFashion website. Finally you’ll be able to stay hydrated in that long queue for Palace that snakes through Soho every single Saturday.