Two Norwegian entrepreneurs created Voss, a classy, designer-savvy tube of water from the crisp, frigid aquifers of their Nordic homeland. Shielded for hundreds of years from pollutants by thick layers of rock and sand, Voss water is bottled in Southern Norway, "naturally unfiltered" and served both still and sparkling. But its rugged purity is not Voss' only selling point. The company's designers painstakingly developed the bottle's look and feel to reflect a brand that embodies both health and high fashion. Voss first became available mostly in upscale hotels and in health spas in Europe and in the United States but has since seen much wider distribution in gourmet food and retail stores on both continents.