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February 17, 2013

If you're not drinking your Fiji Water through a Fiji Straw, you ain't....


From the Wall Street Journal: "One of the cooler things to show during New York Fashion Week, on or off the runway, was the custom Fiji straw [top], which made its debut at the Prabal Gurung presentation and also appeared at Alexander Wang, Rodarte, and Marchesa, where bottles of water with the straw were passed on silver trays. The Fiji straw is reusable and actually replaces the blue Fiji water bottle cap.

More below.

Fiji starting developing the straw three or four years ago when the company decided a sports cap wasn't on brand, said David Bowman, the company's vice president of marketing. "What we started to see was a persistent use of straws, especially by some of our biggest fans who were singers and touchstone cultural icons," said Mr. Bowman.

For instance, among the many performers who request Fiji in their riders, "Rihanna had created a unique cap on her own," he added. "It treated the water like we think of our water."

Mass producing the straw "made sense for our female fan base," said Mr. Bowman."

The straws are reusable, BPA free, and dishwasher safe. Around 1,500 were given out during fashion week.

For the general public, the straws will become available on the Fiji website in five packs and through social media this summer, with the eventual intention of bringing them to higher-end retailers like Target and Whole Foods. Prices are to be determined.


"... our female fan base."

I guess men are pretty much chopped liver in the Fiji equation.

Prolly just as well.

February 17, 2013 at 08:01 PM | Permalink


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Female fan-base due to the higher use of lipstick among females than males. Lipstick doesn't come off as fast, when you use a straw. From my own personal experience, the straight men in my life tend not to like to use straws due to the phallic nature of the item.

Posted by: Bre | Feb 18, 2013 12:22:10 PM

I don't get it... All that to-do over a straw?
And since when did Target become a "higher-end retailer"?

Posted by: Flautist | Feb 17, 2013 9:40:35 PM

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