My favorites from the "25 obsessions for 2025" list
- New Mean 4u
- 4 days ago
- 6 min read
While we wait for the last week of January to arrive with our official 2026 Obsessions List, I decided to bring our tradition of picking favorites from the previous year to our official site, which debuted last year.
I’m so happy to have created this space because I feel it allows me to add more depth to the discussions we’re already having on our socials. I am fully aware that an "Obsessions List" is inherently about consumer behavior—something we always need to question and understand the "why" behind. With the freedom to write longer texts and explore unlimited narratives here, I feel this platform helps us tackle that dilemma head-on.
Now, without further ado, welcome to my official selection of favorites from the 2025 Obsessions List. Before we dive in, I want to highlight that these are the items that surprised me the most or impacted me in ways that went beyond my usual expectations when curating these lists. These are truly THE favorites. Here, you can check out my reasoning for each pick and share your own experiences—not just with these, but with every item on the full official list.
Now, for real,
The Favorites:
PARTYPLUG
Alpine
At this point, y’all have probably already figured out that I’m a party boy. Well, if not: I am. But I also care about my health, and that involves my hearing. Since parties are usually places with loud sounds, vibrations, and little noises that “ick” our ears, I decided to include this item in our last year's obsessions, already thinking about the long-term benefits.
I want to see my grandchildren party too! I want to listen to what they’ll be listening to when they’re my age, and for that, I need to save my ears hahaha.
The PartyPlug is surreal. You can still enjoy the party entirely, listening to everything AND everyone—it’s amazing and unbelievable, almost like magic. The price is really fair since you’re going to reuse it, and if you take care of it properly, you probably won’t need to buy another pair. I got mine in clear/transparent, but it’s available in other colors. You can buy it on their official website or a trusted online marketplace like Amazon (where I got mine).
O-BLOOS ROSI DROPS
Drunk Elephant
It wouldn’t be a true obsession list without Drunk Elephant—it’s basically tradition at this point. I have to confess: this product was a total game changer for me. Even though it went viral more as a makeup hack than actual skincare, I’m kinda proud to say I "called it" before the hype hahaha.
With the rise of men’s makeup and skincare-makeup hybrids, this product delivers the perfect finish for literally everyone. I personally mix it with my moisturizer for an all-over glow, while my friends use it as a liquid blush for early morning classes. Either way, you get that healthy, treated skin look thanks to the power of this serum. Definitely a must-have!!!
KÅNKEN BACKPACK
Fjällräven
Okay, I admit it: I only put this backpack on the 2025 Obsessions List because I fell in love with it after seeing Charlie Spring (played by the incredible Joe Locke) wearing the yellow version in Heartstopper. After seeing it on TV for the first time, I went to the site, discovered the 'Sky Blue' variant, and the obsession hit harder than the Stanley Quencher from our 2024 list.
Even though I’m more of a handbag/tote person these days, the charming and simple design of this backpack won me over in a unique way (and that’s me speaking regardless of the color, leaving my "blue obsessed" side out of the chat). But what surprised me the most was the comfort on the shoulders—which is always a major point for me—and, of course, the durability.
The color doesn't fade, the stitching doesn't come undone, the fox logo remains intact, and there isn't a single sign of it falling apart. If my parents knew about this brand when I was a kid, I probably wouldn't have fulfilled my childhood dream of getting a brand-new backpack every single school year.
BOCA ROSA EYE BROW MASCARA
Boca Rosa
In case you didn't know, I'm a Brazilian guy. That said, I feel genuinely proud to see Brazilian cosmetic brands—ones I watched grow from the ground up—starting to conquer the world. Sol de Janeiro, Granado (okay, I didn't see that one being born hahaha), Bruna Tavares, or any other Brazilian brand that reached international spotlight this year made me cheer—not for myself, but for the world having the opportunity to discover such incredible brands.
Speech over, let’s focus on what matters for our conversation: the surreal Eye Brow Mascara by Boca Rosa.
A quick backstory: Boca Rosa (Beauty) is a makeup brand founded by a Brazilian influencer named Bianca Andrade (@bianca on Instagram). Initially launched in 2018 in partnership with PAYOT, the brand was always a phenomenon in Brazil and sold like crazy. In 2023/2024, Bianca ended her contract with PAYOT to turn Boca Rosa Beauty into an independent brand under the holding company Boca Rosa Company. She took over the entire operation: formula, packaging, logistics, and distribution.
Among the new products that came with Boca Rosa's TOTAL rebranding, the Eye Brow Mascara came to my attention. And for someone like me—who never actually wore makeup and limited myself to just understanding and knowing the industry—I gave in and went on a mission to secure mine.
It is an impeccable product with insanely surreal durability. Besides not leaving that white cast, wet look, or artificial feel (like some international brands sometimes do), it offers great value for money since just one unity of it goes a long way.
ARIZONA
Birkenstock
Going in the opposite direction of the other favorites on our 2025 list, the decision to include the Arizona came from a completely unpretentious place. It was an item that caught my eye after seeing so many people wearing it during trips in 2023. Surprisingly, in 2024, I saw the hype not only stick but also start reaching entirely new audiences.
Visually, it looks like anything but comfortable—I have to admit that. But when I walked into a Birkenstock store and tried on a pair for the first time, I was visibly shocked at how comfortable they were and how they fit my foot like Cinderella’s glass slipper.
Even though the official pick for this list is Light Blue and I’m still completely in love with that color ('blue obsessed' strikes again), the pair I actually wear daily is the classic Taupe/Light Brown. And, breaking several social norms, they go with me everywhere: morning college lectures, Tuesday night drinks with friends, family dinners, the walk to yoga class, and recently, even to a party or two amidst the chaos of São Paulo.
The fact is, like it or not, the Birkenstock Arizona is a phenomenon that isn't going anywhere anytime soon.
ANDIAMO
Bottega Veneta
This might be the biggest splurge on our list from last year, and I admit I went back and forth on whether to include it. But honestly? My obsession with this bag grew to such surprising levels that I just couldn't ignore it.
The Bottega Veneta Andiamo isn't just one of the most stunning bags I’ve ever seen; it is extremely practical and useful. The versatility of its construction and the unique colorways are definitely a major plus. If you pick the large size, it works as the perfect daily driver. I know you might think I'm crazy because 'it's too big,' but trust me, it’s also a stunning piece that instantly upgrades any outfit, especially the casual fits for work or college. It holds a laptop, a journal, a toiletry bag, and all your random bits and bobs without looking bulky or losing its style.
I was obsessed with this bag in 2025, and I’ll stay obsessed for years to come (and apparently, I’m not alone, seeing as this item from our list also went viral...).
MEXICO 66
Onitsuka Tiger
Sneakers and shoes in general are almost always my favorite part of our annual lists, but I have to confess: I didn't expect THIS much from a single pair like the Mexico 66 delivered.
First things first: Onitsuka Tiger is a Japanese brand, and that alone speaks volumes about the product quality. But if it wasn't clear: yes, Onitsuka Tiger is a brand of extremely, absurdly, and incomparably high quality.
Discovering the Mexico 66 opened the doors to a whole new world of footwear for me, and I’ll be eternally grateful for that. But not as grateful as I am for the complete transformation these shoes bring to an outfit.
Even though the color is a bit "out there" and the design is more complex than what we're used to (Golden Goose, Adidas, Nike, etc.), these shoes simply go with EVERYTHING. I love pairing them with grey jeans and an oversized green button-down, but honestly? I can wear any outfit, and even though the shoes are GREEN, they complete the fit perfectly, make their presence known, and still keep everything harmonious and effortless. Beyond the aesthetics, I need to talk about comfort: Unreal. And honest truth: to secure the colorway I wanted, I had to size up, and the performance is still flawless.
If you haven't seen the full 2025 Obsessions List yet, you can check it out by clicking the link below to visit our official Instagram post from last year.
Now, tell me in the comments or over on our socials: what was your favorite item from the 2025 list?
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