The recent water bottle craze has hit every demographic, from soccer moms to tweens, all searching for the “best” bottle to keep them hydrated. However, for many, this craze goes much deeper than quenching their thirst– it is about status, individuality, and even comfort. In 2019, before the pandemic, the Hydroflask was the it-bottle of the year. The Hydroflask could be seen in every teen and tween girls’ room, customized with stickers and friendship bracelets. Now, in 2024, Owala’s are the next big thing. With various color combinations, the bottles have grabbed the attention of people of all ages across the world.
Sophomore and Owala fanatic Lois Williams shares her love for the bottle: “I think the bright colors are really fun and different.” Williams reveals that she bought the Owala bottle because of the overwhelming amount of TikToks raving about it. A fun aspect of the bottle also discovered by users on TikTok is that when drinking, the lid replicates a koala’s nose, making the customer look like one, serving as a clever homage to the name.
Another contribution to the hype around the bottles is the limited quantity. Owala has a color drop every month, where they release a series of limited-edition bottles that sell out rapidly. They capture their customers’ attention by emphasizing that once the bottles are gone forever, they sell out. Customers subscribe to email lists, post Instagram stories, and set their alarms in preparation for the monthly race between thousands of tweens and teens rushing to get their new Owala.
Junior and Owala water bottle connoisseur Coco DeLeef refers to her Owala as her “comfort water bottle,” saying that it “brings [her] peace of mind while keeping her hydrated.” The emotional support water bottle trend also started on TikTok when users posted videos of themselves carrying their colorful bottles around and sipping from them for relief. DeLeef shares that she gifts all her friends Owala bottles for their birthdays and highly recommends the product.
Contrary to the praise and love for the recent trend, some people refrain from purchasing Owala’s due to the “fast fashion” aspect of the water bottle industry. With the speed at which new trends develop, individuals say that while they love their Owala bottles, they most likely will not continue to use them after they are no longer in style. Buyers typically spend no less than twenty-five to forty dollars on these bottles for them to quickly be last week’s news. Head athletic trainer Emma Wagner says, “I don’t want it to turn into a popularity contest where if you don’t have a cup that is currently trending, it’s not cool to carry a water bottle with you.”
Hydration is essential no matter what source it comes from. While the Owala craze does not seem to be slowing down, one has to wonder: What will the next “it” water bottle be?
