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Elizabeth Renstrom for TIME
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A water bottle must be something special to merit a hashtag (#owala) that’s been viewed 272 million times on TikTok—not to mention a resale value of roughly $400 for limited editions. Trove Brands’ stainless-­steel Owala FreeSip is leakproof and offers two drinking methods—a straw and a larger opening for guzzling that conforms to the shape of the user’s mouth. A variety of color palettes with fun names like Shy Marshmallow have helped the bottles go viral. “We took boring,” says inventor Steve Sorensen, co-founder and CEO of Trove Brands, “and added a little magic.”

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