In recent years, we’ve witnessed an undeniable reusable water bottle boom. In this day and age, it’s hard to find someone not brandishing a reusable bottle on the streets, the train or around the office, whether it’s a Yeti or a Hydro Flask or one of the many other options on the market right now. According to some reports, this recent demand for reusable water bottles has led to market estimated to reach US $1.1 billion by 2027 and is a byproduct of our burgeoning eco-consciousness and sustainability efforts, one of them being the large push to ditch single-use plastics. A nice sentiment, yes. But the boom goes a little further than that.
Reusable water bottles have entered their own little trend cycle (recall the VSCO girls and their ever-present, turtle-saving Hydro Flask?) It’s something Alexa Green, a college student, began noticing back in high school. In early April of this year, Green posted a TikTok that now has over 800,000 views, inquiring why water bottle trends are “a thing?” She recalls to InsideHook the Swell water bottle trend a few years ago that hit her boarding school and quickly staked its claim. “It was a very small school and we had a dress code. We didn’t really get the chance to truly express ourselves,” Green explains. “I looked around my biology class one day, and I was like, every single person has the [Swell] water bottle, but it matched more of their personality.” For Green and her classmates, their chic Swell bottles acted almost like a fashion accessory, the only one their stringent dress code would allow.