Permalution Featured in Maclean’s: Fighting Canada’s Water Shortage with Fog

A National Spotlight on Permalution’s Climate Solution

We’re thrilled to announce that Permalution and our innovative fog collector technology have been featured in the June edition of Maclean’s, one of Canada’s most prestigious and influential publications. In the article ”Fight Canada’s Water Shortage With Fog”, our founder and CEO Tatiana Estevez shares the journey of Permalution and explains how our technology is addressing water scarcity across Canada and beyond. As the magazine highlights, ”Futuristic fog collectors can re-route clean water to where it’s needed on the ground” – a concise summary of the transformative potential our technology offers for climate adaptation.

From Drought Observation to Innovation

The Maclean’s feature traces Permalution’s origins to founder Tatiana Estevez’s transformative moment during California’s historic drought. While witnessing parched landscapes and water restrictions, she made a surprising observation in San Francisco that would spark the creation of our company. The article explores how this initial insight evolved from garage experiments into today’s sophisticated fog collection systems.

Water Challenges in the Great White North

Despite Canada’s reputation for plentiful freshwater, the feature reveals the growing water security challenges facing our nation. From wildfires to depleting aquifers, Maclean’s examines how fog water collection offers a promising alternative to conventional water sources. As Tatiana explains, ”We’re drawing water out of our aquifers much faster than they can be naturally replenished by rainfall. At the same time, we’re ignoring the abundant water hovering above us.”

How Our Fog Collectors Work

The article offers readers a fascinating glimpse into how our collectors transform fog into usable water through specialized membranes and gravity fed systems. Readers will discover several impressive capabilities of our technology, from daily collection volumes to our proprietary Fog Atlas mapping system, that demonstrate why fog collection is gaining attention as a viable water solution.

Real-World Impact and Applications

From wildfire prevention to supporting Indigenous communities, the feature explores how Permalution’s technology is being deployed to address diverse water challenges. Maclean’s examines our successful implementations and discusses how various industries could benefit from this innovative approach to water sourcing. The piece concludes with a look at Permalution’s ambitious vision for the future, including how we’re pushing the boundaries of fog collection technology and working toward our goal of providing water to millions within the next five years.

Read the Full Article

We’re honored to have Permalution’s story featured in such a respected Canadian publication. The full article appears in the June 6, 2025 issue of Maclean’s and offers an in-depth look at how our fog collection technology can help address water security challenges across Canada and globally.

To read the complete feature, you can visit the Maclean’s website or pick up the June print edition. 

Featured Image: Fog collection illustration featured in Maclean's Magazine, June 2025. Illustration by Pete Ryan.