From growing up packing orders in the garage to sitting in the CEO seat, Parker Emerson represents the second generation to lead his family’s water filter company. Parker has first-hand experience of growing a business from scratch, holding several positions along the way. He’s advancing BOROUX into the future with steadfast direction while navigating industry regulations, family dynamics, and rapid growth.
01 Origin. What problem, frustration, or quiet conviction made your company/product(s) necessary? Take us back to the moment the idea wouldn't leave you alone.
Water is foundational to health. It’s foundational to life. You can eat healthy food and take supplements and faithfully exercise, but if your water isn’t clean, you’re not doing any good. Tap and bottled water is excessively filled with contaminants like forever chemicals (PFAS), pesticides, pharmaceuticals, and microplastics. Depending on the geographic location, these levels can exceed safe limits. And when you think about the toxic burden on kids’ bodies, it’s just unacceptable.
BOROUX came to fruition after complications with availability and access to water filter systems. Using the power of gravity and the tried-and-true method of activated-carbon, BOROUX Foundation Filters reliably and effectively filter out 80+ contaminants. Previously, we distributed another brand’s water filters, but after numerous issues—including an Environmental Protection Agency Stop Sale Use or Removal Order—we could no longer serve our customers. The lack of transparency, availability, and compliance led us to reinvent our company and start manufacturing our own water filter systems.
02 The constraint that shaped it. Every well-made object is defined as much by what it isn't as what it is. What was the hardest constraint you worked within, and how did it sharpen the final product?
Volume vs. size. We hear from customers that they want at least three gallons of water in a dispenser. In order to accommodate that volume, the footprint and height is quite large. Moreover, water has to be accessible, which means the system has to function in a kitchen. It needs to sit on the counter and fit under the cabinets while still looking nice. This is a design challenge that we’ve wrestled with for a long time. Because our system is gravity-fed, that adds another constraint. Water must flow down through the filters, which means there must be an upper part. Vertical space is a necessity. Time and time again, we keep it simple with a classic canister cylindrical shape.
03 A design decision you defended. Walk us through one choice that was questioned, debated, or pushed back on, and why you held the line.
Materials matter. We live in the health and wellness space, which means we’re label-readers. Going to the grocery store is an even more burdensome chore because we’re picky about ingredients. That same meticulousness translates to the materials we use for our products.
The industry standard is (hopefully soon to be “was”) to use activated alumina to filter fluoride. For years, while we distributed another brand, we sold fluoride filters that used activated alumina. We were told that it’s harmless and that it doesn’t leach and that it isn’t a cause for concern. Honestly, that didn’t sit well with us. Activated alumina is a compound of aluminum. Aluminum is linked to dementia and Alzheimer’s. And while activated alumina is stable and not water soluble, it felt a little too risky to have in our drinking water. While the limited studies are still not definitive, questionable safety is not something we want to bet on.
When we developed our fluoride filters, we committed to using activated carbon as the media. Even though we got pushback, this wasn’t something that we were willing to sacrifice. And yet, because we refused to compromise efficacy, we had to design a stainless steel shell for the exterior of the activated carbon. While this adds a layer of complexity in regard to sourcing, shipping, stocking, and packing, it’s worthwhile because it contributes to the filter’s long lifespan. Currently, our BOROUX Proactive Fluoride Filter effectively filters the most fluoride for the longest period, all while using verified and safe materials.
04 What you removed. Form and Function lives in what's left after the cuts. What did you take out, leave on the cutting room floor, or refuse to add?
Electricity. There are a lot of opportunities for adding smart capabilities to our systems, such as an indicator light for when the filter needs replacing. When we look at “what-ifs” and concepts, it feels exciting. But time and time again, we go back to simplicity. A big part of the appeal of a BOROUX Water Filter System is that it runs on gravity. It’s so simple and so effective. Adding the need for an outlet or batteries cuts into the simplicity factor. I don’t know how many times we end our meetings by saying, “Keep it simple.” That’s what consistently works.
It’s my job to encourage innovation while protecting performance. I’m not saying we won’t ever add smart capabilities, but for now, those are backburner projects. Sticking with classic, analog, straightforward functionality has served us well. Why stray away from that?
05 What's next, and what stays the same? Where is the brand going from here, and what will never change about how you make things?
Refinement. We’re still pretty new and young. Before we start adding a ton of new things, I think it’s important to refine what we already offer. By no means do I think we need to overhaul any of our products, but it’s the little details that matter. So, small tweaks are where we’ll focus in the immediate future. Most refinements will be unnoticeable to the common consumer, but as these refinements accrue, they’ll make a big difference.
We’ll never stop earning trust. Consumers should be skeptical. We are. We value proof, and our customers do too. Iron sharpens iron. If someone wants data to know—really know—that this product does what it says it will do, we want to provide that proof. This accountability dictates the quality of materials we use, the functionality of our features, and the transparency of our operations. It’s hard. Going this route usually means things are more expensive and take longer, but it’s worth it. Gaining our customer’s trust means everything to us.
06 Who's next? Name one or two founders, makers, or studios you think is making products that beautifully marry form and function right now. Someone we should be paying attention to, and why.
The new redlight gua sha from Ora Method is a testament to their level of whole-body wellness (oramethod.com). It’s so smart and beneficial to stack wellness rituals to get the most out of our routines. Talk about attention to detail; this team gets it right.
If you’re not following Cassey at @blogilates, then you’re missing out on someone majorly impacting the fashion industry. I love how she turned a bad situation with dupes into an amazing movement, benefitting small creators and the environment. She could have easily done the easy and cheap thing; instead, she did the hard, expensive, and right thing.
Lightning Round
An object you'd never replace
Aeropress premium.
A book, film, or album that shaped how you think about design
The Brutalist.
A daily ritual
Kettlebell swings.
The last thing you bought that surprised you
Craighill Swingtop Lighter.
A piece of advice you'd give to someone making their first product
“It’s basically done” means you’re about 40% finished. Packaging, instructions, illustration, compliance, FMEA to follow 😂
Coffee order
Nitro cold brew. Black.
About FORM & FUNCTION
Form & Function is a print magazine about the objects worth keeping. We write about the tools, gear, and everyday things that earn their place through good design and honest craft — the stuff that works as well as it looks. Each issue is made slowly and on purpose: matte pages, considered writing, no filler. This newsletter is where that same thinking shows up between issues — founder interviews, early looks, and the occasional thing we can't stop thinking about.
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FORM & FUNCTION — Issue 001.
The quarterly print magazine about things worth keeping. Matte, printed, made to be held. Ships August ‘26.