The brand started developing the product after seeing a persistent use by their female fans.
Fiji has introduced a straw for its water bottle that replaces the blue bottle cap. Handed out at New York Fashion Week and the SAG Awards, the straw cap is aimed at women and prevents them from smearing their lipstick while they’re drinking.
Fiji has been developing the straw over the past few years as the company decided that a sports cap wasn’t on brand and noticed that a number of women prefer to drink using straws.
The straws are reusable and BPA free. David Bowman, Fiji’s vice president of marketing, told the Wall Street Journal that mass producing the straw “made sense for our female fan base” and he also noted:
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.
The straws will be available to purchase this summer in packs of five from the Fiji website, with plans to sell them in places like Target and Whole Foods in the future. The price of the straws hasn’t yet been revealed.