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J.Crew, Rebecca Minkoff Try to Make Water Hip for the FLOTUS

Kids' Crewcuts for Drink Up tee, <a href="https://www.jcrew.com/girls_special_shops/garmentsforgood/PRDOVR~A8554/A8554.jsp">$25;</a> Rebecca Minkoff beach towel, <a href="http://www.rebeccaminkoff.com/shop/drink-up-beach-towel-white.html">$58</a>
Kids' Crewcuts for Drink Up tee, $25; Rebecca Minkoff beach towel, $58

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Michelle Obama is trying one more strategy to get Americans to drop the Big Gulps and Starbucks and just drink a damn glass of water. As part of the First Lady's Drink Up initiative, fashion brands like J.Crew, Rebecca Minkoff, Bloomingdale's, BCBG, Skechers, and Herve Leger are contributing to the cause with a campaign that launches today.

What does that mean exactly? Bloomingdale's is hosting a shopping event, while Rebecca Minkoff created a branded beach towel with 10% of the proceeds going towards the Partnership for a Healthier America. And J.Crew will sell a $25 kids' tee which will benefit Drink Up with 100% of the shirts' net proceeds.

Chief marketing officer for Michelle Obama's Partnership for a Healthier America Drew Nannis told the Wall Street Journal that partnering with designers could help make water hip, and the whole campaign feel less like a PSA. "Fashion is one of the most visible cultural factors that we have," he said. Meanwhile, Minkoff told the Wall Street Journal that she "leapt in" when offered the chance to pitch in with Drink Up. When the First Lady asks, you answer—and drinking water is a politically neutral cause we can all get behind in these fractured times. Right?
· Fashion Brands Pitch In for First Lady's 'Drink Up' Campaign [WSJ]
· Drink Up [Official Site]
· First Lady's Push to Drink More Water Draws Criticism [USA Today]
· Michelle Obama Pays for Her Clothes (And Shops Discounts) [Racked]