A Breath Of Fresh Air

Air, one of the world’s most bountiful, natural, renewable resources, is being bottled and sold to enthusiastic consumers around the world.

If you are feeling slightly skeptical about this don’t worry, you’re not alone.

It appears that British company Aethaer is legitimately tapping into a market that is desperate for fresh, clean air; something that is in short supply in pollution-heavy countries such as China and India.

The companies’ Facebook page describes the product as ‘fresh, pure, natural and of immaculate quality’ with every purchase accompanied by a ‘label of authenticity’ – so you can be certain that the air isn’t a counterfeit.

‘AETHAER is collected from fresh natural air flowing over a range of prime locations, from fertile lush pastures and wild untouched meadows, to wind-kissed hilltops and heavenly snow-capped mountains. AETHAER is filtered organically by nature as it flows between the leaves of woodland trees, absorbs pristine water as it passes over babbling brooks and forest streams, and is lovingly caressed as it rolls over and between mineral rich rock formations, after which it is blown up over vistas of untouched beauty to where the AETHAER is collected and bottled.’

image source: Aethaer

image source: Aethaer

Once the jar is opened, the consumer has only a few seconds to inhale and experience the product – yet it seems that those wealthy enough in the pollution-plagued cities of the world are willing to give it a crack.

‘A breath of fresh air’ from these self-proclaimed air-farmers will set you back around $160 for a 580ml jar – seems reasonable.

Perhaps we felt a similar cynicism when water was first bottled…

Irrespective, with Beijing issuing its first ever air-quality Red Alert in December 2015, it was only a matter of time before some crafty-capitalist would present a (somewhat questionable) quick-fix solution.