Have you ever slugged a Dasani and thought to yourself, “Dang, this water is refreshing, but it’s not punk enough. Not like me…”? *throws up devil horns*
We suspect this is what Mike Cessario thought before he started Liquid Death — a D2C canned-water startup aimed at people who identify as “straight edge” punk rock fans.
Yesterday, the startup moshed its way into a $1.6m seed round, bringing the company’s total funding to $2.25m.
Mohawks, mosh pits, and tall cans of water — so punk
Liquid Death water — which is 100% mountain water, sourced and canned in the Alps — is looking to take a swig of the Big Water biz with its environmentally friendly aluminum cans.
So what’s punk about it? Well, the cans feature golden skulls and the totally sick tagline “murder your thirst,” and they made a truly psycho video — so there’s that.
Is this really where we are as a society?
Punk philosophy is the opposite of using punk culture to secure VC funding and push a product.
Punk’s supposed to be DIY and dangerous — as in Sid Vicious, not $21.99 a 12-pack on Amazon — that’s like the price of 4 Fugazi shows in their prime.