There’s a certain irony in water brands touting purity while bottling their products in plastic. While taking great pains to produce clean, crisp water to drink, these same companies contribute to the pollution of waterways, oceans, and the sources of their products.

Loonen is a new bottled brand that eschews plastic for glass. The brand says it chooses glass because it’s chemically inert, infinitely recyclable, and plastic-free; what’s more, it elevates the brand’s presentation and lends a premium quality, as it’s often the material of choice for higher-end brands.