In 2010, I launched S’well with the mission to rid the world of plastic water bottles. I believed that if we made a crave-worthy bottle that combined fashion with function, people would stop buying disposable bottles and we could reduce single-use plastic consumption worldwide. It was an audacious goal, but I knew the world needed S’well.In 2010, I launched S’well with the mission to rid the world of plastic water bottles. I believed that if we made a crave-worthy bottle that combined fashion with function, people would stop buying disposable bottles and we could reduce single-use plastic consumption worldwide. It was an audacious goal, but I knew the world needed S’well.