Sustainable Aussie brand frank green has launched its latest trend-led offering, the Chrome collection.
The new range follows the current ‘modern armour’ and ‘liquid metal’ trends led by Loewe, Gucci, Schiaparelli, Fendi and Celine—all in the name of stopping single-use plastic—and heralds a new stylistic direction for the eight-year-old brand.
“frank green has always had beautifully designed and innovative products at its core and now we are overlaying a distinctive style-led lens, building out elevated collections, campaigns and content that mirror the approach of a contemporary fashion brand,” frank green’s creative director, Paul Troon, says.
Indeed, frank green’s product positioning has been extended beyond simply reusables, to be viewed instead as wearable fashion accessories.
“We tested this direction to incredible success with the launch of our Neon collection last year, which put frank green on the radar of the zeitgeist and catapulted the brand into our current hypergrowth.
“Now the Chrome collection will cement our status as leaders in aspirational design, which is all part of our strategy to use style as a vehicle to inspire customers to live more sustainably,” he adds.
The Chrome collection sees frank green’s iconic reusable bottle (from RRP $69.95) and reusable cup (from RRP $49.95) transformed by a hand-polished, stainless steel finish available in four reflective colours including Chrome Rainbow, Chrome Gold, Chrome Blue and Chrome Silver.
Triple-walled and vacuum-insulated with an unbreakable base, the new Chrome collection boasts frank green’s signature temperature retention technology, keeping beverages hot or cold for hours.
Ceramic lined for pure flavour, each piece is BPA free and stored and sent in 100 per cent recyclable packaging, sourced from sustainably managed forests.
The Chrome collection is available now.
