Hydration is more than just a need, it’s a whole statement. Why water bottles have become the most coveted accessory.

Limited-edition Owalas and LoveShackFancy collabs with Stanley that sell out instantly. What’s driving this trend? Influencers and retail analysts weigh in.

By: Charlene Anni Hatcher

LoveShackFancy launched their first Stanley collab in 2024, as seen in Vogue Magazine (Charlene Anni Hatcher) 

TORONTO — Gen Z has found a way to make what’s basic extraordinary and they’re getting their eight glasses in no matter where they go. The idea? Emotional support water bottles. 

Brands have teamed up with high fashion to create trendy, sell-out bottles that fit every lifestyle and aesthetic. Pop idols like Blackpink’s Jennie and Olivia Rodrigo released limited edition Stanley quenchers, fashion house LoveShackFancy has released several collaborations with the brand and even Barbie has gotten on board with their own tumblers honouring their evolution over the decades. At Owala, exclusive bottles from Urban Outfitters or Starbucks signal status as a collector or connoisseur of sorts. 

It appears water bottles aren’t just a hydration necessity or practical matter anymore, but an item that completes an outfit, matches your style and symbolizes status - whether it be showing up on trend or engaging with brands and music taste. American consumer watch ASI says searches for “Stanley” rose 4500 per cent from November 2022 to November 2023. Owala reportedly surpassed Stanley sales in 2025, averaging $26M per month in revenue.

So what contributed to the rise in tumbler popularity and TikTok hype? Bruce Winder, an expert on retail analytics and marketing, says the branding intentionally targets young audiences, creating a sense of urgency and “FOMO” or fear of missing out. Noting how limited edition collabs are promoted online in advance, selling out in minutes, some drops even sort customers into wait lists or online checkout lines once opened to the broader public. The hype online that comes from securing a sold-out, exclusive product - or the disappointment from missing out on the drop - further fuels the feeling of being part of something larger than a retail purchase. 

“But for most people, they want to be like a celebrity. They want to feel like a celebrity. And brands know that, and that's why they market that way,” Winder said. “When you buy these things, you feel that you're successful now, you will fit in, you will be loved. You're part of the crowd.” 

Stanley sales year over year, 2019-2024 (Modern Retail) 

It’s not just tumblers that have been redesigned: an uptick in bottle decor has contributed to the frenzy. Ribbons, keychains, stickers, even tiny backpacks have made their way onto shelves specifically for your bottle. It's almost as though tumblers have replaced the beloved Fanny pack or Lululemon belt bag; why carry a purse when your tumbler can hold your wallet, keys, phone, lippie and maybe even your car keys? 

For Amy Zetler, a psychology student at Western University and content creator with nearly 30k followers, the hype surrounding limited drops is what draws her in. In fact, Zetler says it becomes so consuming that she loses focus thinking about the drop.“I don't really have a lot of patience, if I want something I won't stop thinking about it, especially if it’s something that's in a colour I like or something that I know is not gonna be sold again,” she said. “Like, it's an investment, I'm gonna be happy.” 

Zetler’s now-viral video of her LoveShackFancy Stanley tumbler wasn’t enough to deter her or others from future drops. After missing the initial release, Zetler purchased the bottle second-hand on eBay. However, the handle snapped off, making the product unusable. Still, she holds onto it, saying the sentimental value outweighs the price tag. 

“Definitely there's like an adrenaline rush or like a dopamine hit that, like, you just feel when you get something that you've been wanting for a while,” she said. 

LoveShackFancy x Stanley tumblers often end up resold on sites like eBay, sometimes for more than triple the original price. 

Despite the benefits to reusable water bottles, there’s a darker environmental impact led by overconsumption and “collectable” products. Advocacy group Environmental Defence said in a statement “if you're working to convince people to buy stuff for the sake of fashion or to participate in the latest trend, you're likely contributing to a problem of wasteful consumption. That's true even if what you're trying to convince them to buy is marketed as a ‘green’ product.”

Winder agrees, however he points to greater consumer demand and rising influencer engagement pushing younger generations, usually considered more eco-friendly, to purchase the most popular products seen on social media. 

“It creates a sense of urgency. And it also gets people excited because of the massive influence of social media and influencers. And that exclusivity, that hard to get, was what made it so popular,” he said. “And brands know that, and that's why they market that way.” 

But for Zetler and her followers, keeping up with the latest trends is more than just a hobby: it’s become a source of income and way of life. 

“There's so many people out there, and there's so many people posting great content. You have to learn to pitch yourself, you have to learn to talk in a language that [consumers] understand and that they respond to and is significant to them,” she says. 

“Obviously, like, I have a lot of fun with the videos, and it's not all about the money, I just really hope I can continue building.” 

Charlene reached out to Stanley and Owala for comment. Stanley did not respond before deadline. Owala refused to comment stating, “we consider all things strategy related, as well as the data requested, to be proprietary information” 

LoveShackFancy x Stanley first drop featured their iconic heirloom prints to match clothing and sleepwear (Charlene Anni Hatcher)