Off-White creator Virgil Abloh and AKQA evian work officially makes H2O cool

Forget sneaker drops -- where can we cop this water bottle!?

You may not know of Virgil Abloh -- but his clothes have been hard to miss. 

He’s the designer behind Off-White, which has risen in popularity dramatically over the past couple of years since big named partnerships with brands including Nike.

But now the creator has stepped out of fashion to disrupt another category: water.

Thanks to a new collab with AKQA and evian, Abloh has officially made H2O dope. That’s right. Water -- rain -- is now cool. 

Forget sneaker drops -- Abloh has just released a range of new products to push evian’s sustainable drive. The first is a shatterproof, refillable water bottle retailing at €51.

Speaking about the concept, he commented: "I believe that every little thing you do can change the status quo. That’s what inspired the ‘Activate Movement’ collection because a single drop can be the starting point of positive change. Every idea has to start somewhere, so we were thinking what if we could create that place? A place to empower the new generation."

Evian global brand VP Shweta Harit said: "The evian® brand is strongly engaged in environmental ambitions through our circular pledge. We believe in the new generation that looks up to Virgil Abloh and have great hopes to engage with them as part of this program to highlight the importance of sustainable design today."

Alongside the collection, evian will launch the "Activate Movement Program," offering 18-35 year old applicants the opportunity to win a €50,000 grant for sustainable design solutions. The entries will be judged by evian, Virgil Abloh and an expert panel, as evian demonstrates its commitment to a sustainable future. Entries open from 10th Feb to 31st March 2020. QR codes on the Activate Movement glass bottles will direct people to the online contest at evian.com/actmov.

Soma by Virgil Abloh is available via MATCHESFASHION.COM in a limited run until February 25.

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