While we wonder why evian water costs so much, its pack with Virgil Abloh becomes 100% recycled plastic

If it is French it will also be elegant, refined and classy.

When we think of evian water, in our minds the idea of a luxury, refined and niche product is immediately triggered that ok is fine but also pronounced in French the content contained in the bottle is still water.

A water that costs more than the others and where many criticisms are not lacking. Despite having grabbed the title of the water most hated by Italians, the Frenchwoman evian does not seem to change her strategy by demonstrating that people never buy just a product, but everything it represents.

Here, even what is most common can turn into something unique and special if it is able to build an imaginary and a real lifestyle. And if this experience also becomes 100% sustainable and green then all the ingredients to achieve success are guaranteed.

evian is a brand that has always been committed to preserving nature and by 2025 its sustainability plan calls for all its plastic bottles to be made from 100% recycled materials.

Meanwhile evian unveils a new bottle designed by its creative consultant for sustainable innovation design, Virgil Abloh, made from 100% recycled plastic (also known as rPET) the bottle is fully recyclable presenting a crumpled effect just like the bottle it had been crumpled first, this time not to be thrown away, but to be refilled with water.

“My new hammer pattern reflects the way this new design was rebuilt from scrap materials, which in itself was a whole new challenge and a new step in my collaboration with evian. It is now more important than ever to practice sustainability; I believe we all have the power to challenge the status quo and change our future for the better”.

Says Virgil Abloh, creative consultant for the design of sustainable innovation for evian, who had no doubts in accepting the challenge of taking care of the restyling of an iconic bottle that everyone has in mind.

With four million liters bottled per day, evian, thanks to its long history, has now been the luxury water brand of the Danone group for forty years. Since 2008, the brand has launched a series of bottles signed by fashion designers: the first, by Christian Lacroix, wrapped in a white lace pattern, then followed by the colored stripes by Paul Smith, the flowers by Issey Miyake and hearts by Diane Von Furstenberg.

Without forgetting the most recent collaboration with Chiara Ferragni who, despite the many criticisms, still sold like hot cakes. Yes, evian water costs more than others, but it is also true that it makes people feel part of a group committed to changing things and above all to improving them.

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Marianna Russo

Credo nella gentilezza e nella diversità. Amo l’arte, il fashion, la fotografia e soprattutto il miscuglio fra queste. Penso che scrivere riveli il potere delle nostre parole e per questo penso che non smetterò mai di farlo.