Ken Kreafle was tired of countless trips hauling cases of plastic bottled water up and down the staircase at his girlfriend’s (now his wife!) apartment complex, so he decided to do something about it. A product designer by trade, Ken believed the time was ripe for creating environmentally sustainable alternatives, so he founded a company dedicated to delivering products that make it easy and stylish to reduce waste every day.

In 2006, Base Brands, the flagship company for Reduce™ was born. The first innovation was WaterWeek™, a five-bottle system that allows you to refill and reuse decorative BPA-free water bottles and store them in a space-saving tray in your refrigerator.

After modest beginnings -- and a variety of eco-friendly innovations through the years -- sales have exploded in 2016.

Today, our goal is simple – help people reduce waste in their everyday lives with clever, stylish reusable drinkware that meets their lifestyle needs at home, in the office or on the go. Our selection of trendy, high-performance tumblers, bottles, pints and growlers make it fun and functional to “Drink. Keep. Repeat.” every day.

With more than 12 patents and 20 trademarks so far, Reduce is uniquely positioned to deliver a variety of innovative drinkware because of the company’s heritage in product design and development.

Our products are currently available at national retailers like Bed Bath & Beyond, Target, Costco, Kroger and Walmart.