Justin Bieber teamed up with Micah Cravalho to launch a clean water company called Generosity at the FIFA World Cup in Qatar.

Bieber and Cravalho have transformed the water bottle company into a water technology company that is providing premium alkaline water in refillable fountains across the globe. At the World Cup in Qatar, they showcased 150 water fountains.

In a statement to CNN, Bieber said that he wants the brand to have a good social impact,

“I want the world to have access to the best water. I also want countries to know how to best protect their people. The overuse of plastic is hurting us, we need to be more sustainable,” Bieber said.

The company is working on providing premium water while also reducing the usage of single-use plastic.

“We aspire to be the global leader in water technology, empowering consumers with refillable products as an alternative to single-use packaging,” said co-founder Cravalho.

Generosity connects to any water source and is able to filter and create premium refillable alkaline water that is dispensed through sustainable fountains. The company says that these will mostly be found commercially at major venues, festivals, and homes in 2023.

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Earthlings For Life Sweatshirt by Tiny Rescue: Climate Collection

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