Touting such benefits as improved concentration and stopping hangovers, Oxia pure oxygen canisters are becoming a major trend in New York.

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Containing 40 deep breaths worth of pure oxygen, the canisters are being marketed at New York locales such as the Bergdorf Goodman department store at the introductory cost of $70, said the New York Post.

With refills of oxygen made available at $15 a pop, the Oxia canisters are being oriented toward ordinary people suffering from stress, and travelers beset by jet lag.

"It's what bottled water was 20 years ago," said Oxia co-founder Bryce Margetts.

Margetts says Aerosmith singer Steven Tyler and New York Giants defensive end Michael Strahan are among his celebrity clients, the newspaper reported.