Reusable water bottles have officially gone high fashion. This week Prada released a stainless-steel water bottle, a bold fashion industry first.
The move comes as part of the Italian fashion house’s Selfridges takeover of the Corner Shop space. Enitled ‘Prada Escape’ the collection sees a line of men and women’s ready-to-wear and accessories go on display, all geared around the great outdoors.
From hiking boots, camouflage nylon bomber jackets to bucket hats, the drop includes everything you could possibly need for a camping trip. But it’s most standout item: the reusable water and thermal bottles.
With the Fashion Pact in play, the move should come as no surprise. 32 of the world’s leading fashion and textile companies signed an agreement last month in a bid to safeguard the planet, and Prada was one of the new initiative’s first signees.
This isn’t the first time the Italian fashin house has taken a step towards sustainability, earlier this year, Prada vowed to make all of its iconic nylon pieces out of recycled material by 2021, and kickstarted their plans by releasing iterations of six of its most iconic bags.
But could the release of their new reusable water bottles have an even greater impact on our environment by pushing hypebeasts to swap their plastic Evian for Instgram-friendly Prada instead?
It might be long shot, but designer water bottles could actually bring us one step closer to the disposable plastic bottle crisis. From Fendi and Burberry to Prada, logo mania has been in full effect for many years now, so why not expand this to the reusable water bottle market and use this as a tool to benefit the environment?