bawlsNEW YORK, Jan 19, 2008 / FW/ — To everyone who has attended fashion week, they understand the meaning of the phrase ‘beyond tired.’ With shows beginning at 9:00 in the morning and the last show being held at 9:00 in the evening, that means that you don’t really end your day until 11:00 in the evening at the earliest.

Fashion week days are so hectic that one literally needs a picker-upper, and in this case, it is BAWLS Guarana for the denizens of the tents at Bryant Park during the highly anticipated Mercedes-Benz Fashion Week, popularly known as New York Fashion Week.

From Feb 1 thru 8, the Florida-based company will keep fashionistas caffeinated with its refreshing citrus-infused flavor. That’s the good news! The better news is that Bawls Guarana is also going be the official energy drink of Mercedes-Benz Fashion Week at Smashbox Studios in Los Angeles as well as the Miami Swim Week in July.

Bawls, named for the caffeinated “bounce” the drink packs, is no stranger to the fashion scene. Through the brand’s “Future of Fashion” initiative, Bawls support and promote the work of emerging designers. Through the Future of Fashion initiative, Bawls sponsored Parsons The New School of design graduation fashion show, Portland Fashion Week and Gen Art Fashion.

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