Water bottles are daily necessities that provide much-needed hydration with a touch of flair. Mainstream American culture has had distinct water-bottle eras, offering key insights into the values of those times and serving as both a metaphor for capitalism and an illustration of humans’ willingness to follow trends. When I retired my 5-year-old orange Hydro Flask, due to dents that made it unable to stand upright, I was inspired to observe trends beyond the Hydro Flask craze.
When I got my orange water bottle, I didn’t expect to use it. In the midst of awkward middle school phases, I didn’t want the same water bottle as everyone else. I also didn’t want to be associated with the VSCO aesthetic that was becoming increasingly popular in 2019-2020. The VSCO era was a nostalgic internet aesthetic that combined oversized tees, scrunchies, Pura Vida bracelets, Birkenstocks, and a sticker-covered Hydro Flask, with an emphasis on environmental awareness. Buying a Hydro Flask at the time felt like subscribing to this teen subculture, which I didn’t want to do.
While the Hydro Flask had a dramatic influence on COVID-era teen culture, the award for original water bottle goes to the Nalgene. This bottle was founded in 1949 but didn’t rise to prominence until the 70s when it became synonymous with Earth Day. The tectonic shift in pop culture from accepting pollution as a necessary byproduct of industrialism to being environmentally conscious provided a perfect launch pad for the Nalgene. As newfound nature lovers hit the outdoors, they unknowingly kick-started the water bottle era. Being lightweight, leak-proof, and incredibly durable, it was the perfect solution for those looking to explore the natural world around them.
Fast forward 20 years, and the iconic CamelBak arrives on the market. It was similar to the Nalgene, but the hands-free, evolutionary water hydration system (or, as I like to call it, the waterpack) was a game changer. This water bottle forever displaced the Nalgene as a “must-have” for the outdoorsy set. It’s now the perfect water bottle for anyone who wants to stay active and hydrated on the go. Beyond recreation, the CamelBak became popular with the U.S. Marine Corps and, later, with NASA in zero gravity. These early bottles combined durability with practicality. They had both the functionality required for the outdoors and the convenience for everyday use. The next bottle, S’well, which rose to fame in the 2010s, focused on style, leaving less room for practicality.
With an eye for aesthetics and a marketing budget fit for a big-name brand, the founder of S’well changed the game. Water bottles are now accessories, on par with handbags, jewelry and watches, and all it took was a major feature in the O, The Oprah Magazine. With social media exploding in popularity around this time, people began prioritizing aesthetics and buying into fashion trends over practical use. Additionally, trend culture has been ramping up in recent years. The Nalgene, CamelBak, and Swell eras all unfolded across three decades. In just the past 6 years, three water bottle brands have achieved essential status: Hydro Flask, Stanley, and Owala.
As mentioned earlier, the Hydro Flask was largely associated with the VSCO aesthetic. While Hydro Flask was known for bright colors and sticker decorations, Stanley took it in a completely different direction. Like the S’well, Stanley focused on aesthetics. With mainly beige, cream, and white colors, this new water bottle became the face of the rising “clean girl” movement, which prioritized productivity and performative wellness. It also became a status symbol, with influencers collecting limited-edition lines and showing them off to viewers. The Owala was another heavily marketed water bottle, but it emphasized its lower price point and a dual straw and open-mouth drinking feature. People also commonly “customize” the Owala by going to stores and swapping lids for the best possible combination.
While each of these water bottles offers something unique, a broader shift has emerged over time toward emphasizing aesthetics over practicality. On social media, many water bottles and other items have become status symbols and entry points into trend culture.
I encourage readers to reflect on why they’re buying a specific water bottle. Step outside trend culture and choose what’s best for you.