![\"\"](\"https:\/\/substackcdn.com\/image\/fetch\/$s_!WONW!,f_auto,q_auto:good,fl_progressive:steep\/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F9292c9e1-a5bb-4610-8a30-ad0c46bc3930_800x450.gif\")
<\/a><\/p>\nIn this life, I believe we get one or two chances at being influenced by a water bottle brand. For some people, that might\u2019ve been Jennifer Aniston\u2019s Smartwater ads. For others, it might\u2019ve been the reliable, freezing relief of a Poland Spring water bottle during field day in middle school. For me, it was the magenta hibiscus and tropical leaves<\/a> (which have since been removed) on my mom\u2019s Fiji water bottle. I remember her putting it on the counter after yoga, whatever incense her Long Island Bikram studio was burning still lingering on it. It was a foreign object, a totem of water from some place I\u2019d never been.<\/p>\n Idealizing water seems childish to me now. I am not above Deer Park or Aquafina or Jaden Smith\u2019s boxed water. There are certain high horses I\u2019ve never been called to climb, branded water being one of them. The water fountain at my YMCA hits as hard as the Acqua Panna in Casa Cipriani\u2019s gym \u2014 they both bring me great joy and relief. And probably microdoses of microplastics.<\/p>\n When glass Loonen<\/a> water bottles started showing up on my feed a few months ago, I barely paid attention. There are dozens of bottled water brands at Erewhon that don\u2019t break through to my life in New York. But then Sweetgreen co-founder Nic Jammet posted about it (his brother, Patrick<\/a>, is listed as an advisor to the company). And then Tinx posted about it. And Leandra Medine. And Lisa Rinna. And Cazzie David. And then I started seeing women on the subway carrying them.<\/p>\n I finally visited the Loonen site, which leans heavily into the fact that their water is bottled in glass (vs. plastic) and is third-party tested. One graphic on the site boasts that Loonen is a great \u201cbase for supplements.\u201d A pack of six bottles of Loonen is $35. After scrolling through the FAQs and raving Amazon reviews, I asked my Instagram followers why everyone was treating Loonen as holy water, and received a range of responses:<\/p>\n \u201cIt\u2019s free and looks nice.\u201d<\/p>\n \u201cI\u2019m convinced it\u2019s a psyop with a really extensive gifting list.\u201d<\/p>\n \u201cI\u2019m convinced it\u2019s a Meadow Lane MAHA psyop.\u201d<\/p>\n \u201cThey sent me some when they launched. It\u2019s\u2026.water. Tastes good, for water.\u201d<\/p>\n \u201cOlipop head of growth.\u201d<\/p>\n \u201cIt\u2019s actually really good and never touches plastic the entire process.\u201d<\/p>\n \u201cFinally someone is asking this.\u201d<\/p>\n \u201cIt\u2019s literally just fine.\u201d<\/p>\n \u201cPackaging is A+, the mouth opening on the bottle is ideal, not too fizzy, and great founder story.\u201d<\/p>\n \u201cIt\u2019s the new Mountain Valley.\u201d<\/p>\n \u201cThe founder Clara is the real deal.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"Good afternoon, everyone. Today\u2019s newsletter includes: A deep-dive into Loonen water, a Brooklyn bakery is opening in Manhattan,…\n","protected":false},"author":2,"featured_media":663043,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[47],"tags":[192,79],"class_list":["post-663042","post","type-post","status-publish","format-standard","has-post-thumbnail","category-environment","tag-environment","tag-science"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/663042","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/comments?post=663042"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/663042\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media\/663043"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media?parent=663042"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/categories?post=663042"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/tags?post=663042"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}