Timely. Relevant. Zeitgeisty.
These seem like the best words to describe poet Russell Jaffe’s latest chapbook, La Croix Water. In both form and in theme, it holds a magnifying class to contemporary American culture in a way poetry doesn’t often do. It is a meditation on the feelings surrounding Jaffe’s realization that a beloved object of his childhood is now hugely popular. Longtime Star Wars nerds and comic book aficionados have voiced their feelings on going from mocked and marginalized to seeming to be just another poseur. For Jaffe it’s not a Jabba the Hutt figurine or a Deadpool hoodie that stirs these emotions. It’s a canned beverage.
Whether it’s the recent episode of the Gastropod podcast or the social media hashtags promoted by Sundance Beverage Company’s corporate PR team, there are many examples of how LaCroix water is having a moment. Also of the moment are listicles, BuzzFeed quizzes, and other interactive content. It’s fitting, then, that after Jaffe’s personal testament to his connection to the drink, the book moves on to a list of flavors, offered as a “Which Flavor Are You?” exploration. While it’s anyone’s guess how Jaffe devised these flavor/personality correlations, it’s undeniable that each of these poems is unique. Rich with imagery and varying in form, they both accept the commodification of the personal and reject the shallow nature of this type of marketing. While they’re unified by the listicle style and endings that utilize parenthetical fragments, each poem leaves an impression in the mind as different from the next as Pamplemousse and Cerise-Limón.
Adding to the interactive nature of this collection are the invitations at the end of each section for readers to write their own thoughts on the various flavors, personal connections to the product, and/or stream of consciousness bubble enjoyment. This reflects the ambition of both Jaffe and his publisher, Damask Press, which is committed to releasing unique artifacts rather than churning out a series of interchangeable poetry chapbooks. Whether you interpret La Croix Water as a statement about late capitalism, a moment frozen as if in amber, one man’s testament to his love of seltzer, or a way for people to meaningfully create and connect through beverage company marketing, this chapbook is as refreshing as a can of Melón-Pomelo.
La Croix Water by Russell Jaffe (Damask Press)