Hydration Brand air up makes U.S. Retail Debut at Urban Outfitters

The brand behind Taste by Scent makes its first U.S. retail move this Q4 with the air up® Click, scent pods, and a strictly limited edition of the air up® O.

LOS ANGELES (October 23rd, 2026) air up®, the brand that adds taste to plain water through scent alone, is expanding from online into physical retail. Launching in Q4 2026 at select Urban Outfitters stores and on UrbanOutfitters.com, the partnership brings air up's unique approach to hydration to a new audience through Urban Outfitters.

After building a following through social media and creators, air up® is bringing its innovative hydration experience into physical retail. With Urban Outfitters, a destination for discovering emerging brands and the latest in fashion and lifestyle, customers can experience the product firsthand and discover a new way to make everyday hydration their own.

Not a water bottle. A hydration habit.

Most people know they should drink more water, but plain water gets boring and the usual alternatives rely on sweeteners and additives.

air up® solves that without putting anything into the water. The scent pod is the key: You sip plain water with scented air, and your brain reads it as taste. The science is called retronasal olfaction; air up® calls it Taste by Scent. The result is water that tastes like fruit, with no sugar, sweeteners, or additives. Water stays water, just with a hint of taste.

The timing is right. A shift is starting: more people care about what goes into their bodies, and air up® turns that intention into a daily hydration habit.

And because a habit only sticks if you carry the bottle, design matters. It's a natural fit for Urban Outfitters customers who look for products that balance function and personal style.

What shoppers will find at Urban Outfitters

• air up® Click (27 oz / 800 ml): the everyday air up® bottle.
• Strictly limited air up® O (27 oz / 800 ml): the stylish to-wear air up® bottle.
• Bestseller Variety Pack: three of the most popular scent pods.
• In store and online: select Urban Outfitters stores and UrbanOutfitters.com.

"Everyone knows they should drink more water, yet plain water is easy to skip and most fixes add sweeteners," said Cristina Kenz, CEO of air up®. "We solve that without adding anything. air up® makes plain water something you enjoy and turns drinking it into a habit. With Urban Outfitters, people can now discover it in person, and hydrate in style."

Availability
air up® is available in Q4 2026 at select Urban Outfitters stores and on UrbanOutfitters.com. To find a participating store, visit UrbanOutfitters.com. To learn more about air up®, visit air-up.com.

About air up®
air up® is the German company behind the world's first Scentaste™ drinking system, pioneering a category where taste comes entirely from scent. Since launching in Europe in July 2019, air up® has raised more than EUR 60M across two funding rounds and operates in Europe and the U.S. The company employs more than 150 people and has sold more than 15 million bottles since its launch. For more information, visit air up® at air-up.com.

About Urban Outfitters
Urban Outfitters is a global lifestyle brand dedicated to fueling the next generation's individuality through a unique blend of product, creativity, music, and youth culture. Founded in 1970 in a small space across from the University of Pennsylvania, Urban Outfitters now operates over 200 stores across the United States, Canada, and Europe, alongside a dynamic digital presence. Empowering bold self-expression, Urban Outfitters leads with its distinctive designs and curated selection of women's, men's, accessories, and home products, and best-in-class brand partnerships. For more information, visit Urban Outfitters at urbanoutfitters.com.