The latest in collapsible cups shown by Stojo at NY NOW

Stojo cups at NY NOW

The next thing in collapsible cups is at the summer NY NOW home/lifestyle/handmade/gift market trade show at New York’s Javits Center this week, specifically at the Stojo exhibitor booth--Stojo being short for “stow Joe,” Joe as in coffee.

“It’s all about sustainability--and making it accessible for everyone,” says Stojo’s chief marketing officer Jocelyn Kolkin, noting that Americans discard 58 billion disposable cups annually, hence the Stojo Pocket Cup.

“Sustainability is all about ‘use less, do less,’ but you also have to live your life to the fullest,” continues Kolkin. “With Stojo, you always have your reusable cup with you--because it fits in your pocket.”

Indeed, the Brooklyn-based company was founded in 2014 by three guys who wanted a reusable coffee cup to take on the subway.

“They didn’t want to carry a bag, but have a cup that could collapse and fit into their pocket--and not leak and ruin their jackets!” says Kolkin.

The Stojo Pocket Cup, which is good for hot or cold drinks, comes in four sizes: eight-, 12-, 16- and 24-ounce.

“The 16 is our best-seller in the U.S., and the 24, which will be available in early September, will be best for smoothies, bubble tea and protein shakes,” notes Kolkin.