Caught on Tape: Mizu Founders Jussi Oksanen and Brad Kremer

mike lewis

• December 08 2008
• 805 views
• 6 comments

Brad Kremer and Jussi Oksanen. Courtesy of Mizu

Snowboarder Jussi Oksanen and MDP/Kingpin director Brad Kremer have a lot in common. In addition to their love of riding, they both have an abiding desire to protect the planet and lead healthy lives. While editing Double Decade the two also realized how much they detest plastic water bottles, and from this Mizu was born. The new company manufactures stainless steel water bottles and Transworld Business caught up with them to come clean on their new venture.

TB:  How did you guys decide to get into this?

BK: I always tried to use reusable water bottles, but I didn’t realize just how serious the issue was until I read an article with some crazy statistics about the amount of waste created with plastic water bottles. If Americans alone stopped drinking bottled water, enough resources would be freed up to provide clean drinking water to everyone in the world. Then came the announcement that the exact bottles I was drinking from were leaching BPA into water and giving mice cancer. I started looking into alternatives and found that stainless steel bottles were the best option for a healthy body and environment. The only problem was, I wasn’t too stoked on the options - they didn’t suit my style at all. This led me to thinking about how huge a difference we could make if there was a company marketed to people in the action sports world. Jussi was on the same page and after a lot of discussion on how we could make a brand that was both core and ethical, Mizu was born.

Why did you decide to launch the brand now?

JO: The media is really picking up on all the research coming out on the dangers of the chemicals in plastics, and governments across the world are making moves to come down on the use of BPA. Also, with the current economic climate, people are looking for ways to cut costs and it doesn’t take long to work out that a one-time investment in a reusable water bottle more than pays itself off in a week of not buying bottled water. Add the evidence that tap water is often far safer than far less regulated bottled water, and it just makes sense.

Where will Mizu bottles be available?

BK: Initially we’ll be concentrating on our online strategy as well as some key shops. During 2009 we’ll expand distribution and build a retail presence. We feel being strategic about our distribution is vital to the success of Mizu. One of our key values is quality and we realize that some brands have expanded at such a rate their quality has suffered the consequences. We have developed Mizu for the long term to help the future of our mountains, our oceans, and our daily lives. Mizu Bottles will range in price from 15 to 25 dollars. We are also working on some innovative bottle accessories, which will be priced from five dollars.

What are your goals for Mizu?

JO: To be the bottle of choice in the action sports and lifestyle market by delivering a brand with a common sense approach to saving the environment, money and improving health. Our aim is not to preach to people about the environmental, health and financial aspects of using plastic water bottles, but if we can pass that message on to some degree and encourage people to buy less or no water bottles, then we’re stoked. We figured that the most effective way of making eco cool is by building a brand that people see as a desirable accessory, along side their watch, sneakers, sunglasses, etc.

What will the bottles look like?

BK: Initially we are just selling the bottles in a range of colors and sizes with our branding, but we are already in talks with artists about doing limited edition bottles. We will also be able to provide private label bottles for orders of 20 and up.

Where are you making the bottles?

BK: We are making the bottles in China. Originally we wanted to make them here in the U.S. But after some intense research it was clear that wasn’t going to be possible - not because of costs but because we literally couldn’t find anyone who could make Food Grade #304 stainless steel bottles here.