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East Village Boutique Is Trying to Corner the Tap Water Market

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Image via <a href="http://www.flickr.com/photos/scottlynchnyc/7594810414/in/photostream/">Scoboco</a>/Flickr
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Today, the Wall Street Journal published a lengthy profile on the new East Village boutique Molecule, which among a few other things, sells filtered tap water for $2.50 a bottle. According to the owners, their water is filtered with the help of a seven-step, $25,000 machine that incorporates ozone treatments, ultraviolet rays, and reverse osmosis.

Despite the fact that New York City tap water ranks pretty high, Molecule's Adam Ruhf thinks it's still pretty icky. "I don't want chemicals in my water. I don't even want chlorine in my water. Chlorine is like bleach. Do you want to drink bleach? No one wants to drink bleach. So that's my opinion on New York tap water." Duly noted.

But filtering the shit out of it isn't all Molecule plans to do. The store will also implement "a weekly naming ceremony to imbue its water with personality and Sunday blessings involving religious figures from all faiths, including Tibetan monks and pagan worshipers." You can also order vitamins in it, which Ruhf says will turn his ordinary, seven-step filtered tap water into an "all natural sports-drink line, like Gatorade for yogis."

The article then clarifies any mumbo-jumbo you may have misunderstood: "Or in language perhaps more familiar to New Yorkers, a cocktail bar for water enthusiasts. Patrons can order a shot of vitamins A, B, C, D and E or a mixture of roots, herbs, fruits and mushrooms blended in blasts called 'energy,' 'immunity' and 'skin, hair and nails' to add to their water." So like Jamba Juice, if you will, but without the juice.

Lastly, a word from a research analyst at the Environmental Working Group in Washington D.C. In her opinion, spending over twenty grand on a filtration system may have been overkill: "Their water quality is not that bad to begin with," she said, and added that a $15 home filtration system would have worked just as well. Molecule doesn't sell those, but Brita sure does.
· What Are They Drinking in New York City? [WSJ]
· The Molecule Project [Official Site]

Molecule

259 E. 10th Street New York NY