Benjamin Young has a particular way of thinking about people who do not buy Frank Green. They are not failing to understand its environmental mission, nor should they have to overlook a bottle that does not suit their routine. The responsibility, he believes, runs in the other direction. “If you don’t use Frank Green, that’s not on you. That’s on us because we haven’t made it irresistible,” the founder and CEO told Inside Retail. It is a demanding philosophy for a business built around objects people use every day.

That pursuit of the irresistible has culminated in Edition II, a new generation of reusable drinkware and the biggest undertaking in Frank Green’s history, according to Young. Developed over three years, the collection consumed 100,000 logged hours and an estimated $5 million to $10 million in research and development. The ambition extends beyond improving a familiar product. Edition II is intended to attract new customers, deepen existing relationships and support international expansion, making it a substantial commercial commitment as well as a design project.

“Every single thing has changed,” Young said. ” The decision to rebuild reflects how much the business has learned about its customers and its craft. Advances in manufacturing, a deeper understanding of materials and years of feedback created an opportunity to reconsider the range comprehensively. Rather than preserve familiar components by default, the team approached Edition II as a chance to apply that knowledge across an entirely redesigned collection.

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