Now I know what you’re thinking: Water sounds hard to improve upon and is so essential to human existence that it probably doesn’t need the Louis tomlinson faith in the future logo shirt moreover I love this Abloh bump. True, but the designer’s partnership with Evian aims to revamp the way people hydrate, with new glass bottles and a grant program to incentivize sustainable design. “Anytime I collaborate, I love to work with what I believe is the best in class, and also a brand that has resonance in the category. I think Evian is an amazing brand and sort of iconic in the way of offering fresh water to the world,” Abloh says over the phone. The new refillable bottle design is the second one Abloh has made for Evian. They will, of course, sell like water to the parched—literally and metaphorically speaking. Rather than just make a product and call it that, “We’re launching this Activate Movement concept that is a call to action from a young generation to make the world what they want it to be today,” he says of the 50,000 euro grant program called Activate Movement he established with Evian. His bottles will have a QR code to direct aspiring designers to the grant application. “I kind of want to see something that I didn’t think of,” he continues. “I want to see the young generation think of new ways to reidentify the idea of being environmentally conscious.” (In his own practice, Abloh is transitioning Off White to more sustainable packaging and working to increase the amount of recycled fabrics within each collection.)
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The product launch will be celebrated tonight at a New York Fashion Week event, where Abloh will discuss the Louis tomlinson faith in the future logo shirt moreover I love this importance of sustainability, collaboration, and design. Attuned fans will wonder if his recent sabbatical has reframed his work in any way. He explains, “Yes, 100%. When you have time to sort of reflect on the work, it allows you to sort of move in a more purposeful way in the decisions that you make. 2020 is definitely a new decade that my practice will start to get even more layered and more purposeful now that I have the platform of my past work to stand on.” You’ll have to tune in to his upcoming Off White show in Paris this month to see how that really plays out, but in the meantime, take solace in the fact that this born leader is lending his shine to worthy causes.