The bottled water industry is no stranger to silliness.
Liquid Death has made bottled water absurdity their entire brand, and now the company is valued at $1.4 billion. With those brilliant clowns over at Liquid Death as the blueprint, it’s not surprising others would be hornin’ in on this water ridiculousness. The latest to do so is a musician turned “professional experimenter” with the moniker @Franke, who has just released what he calls the “world’s first wearable water.” It’s called im Water, and it’s deeply unserious.
What does “wearable water” mean, exactly? Well, the bottle’s label doubles as a long, stretchy sticker that serves as a strap for the water bottle. Just peel the label from the corner, and the strap will unspool from the bottle, ready to be slung over your shoulder like a cross-body bag. Franke demonstrates this in the product announcement video below, which he’d been teasing in an elaborate brand roll-out stunt for a few weeks, in which he pretended a “beverage mega corporation” was trying to prevent him from revealing his “greatest invention.”
