When you think of the word ‘heritage’, what comes to mind?

You might picture places of historical importance, or items of value which have existed for centuries, or traditions passed down the generations. To have a heritage means to have a story.

More specifically, a history. Considering the heritage of a place, a person, or an object encourages inquisitiveness about its journey. We realise that there are lessons to be learned from the past, and there is no shortage of stories to tell.
However, ‘heritage’ feels like something more than just ‘history’. History speaks of the past, whereas a heritage is something that, by definition, has endured, remaining visible in the modern day.

Indeed, when we talk about heritage brands, you can look to the likes of Hermès, Loewe, and Burberry to see how preserving a heritage relies on a brand’s ability to transform through the generations, always remaining contemporary. Cadbury’s was established in Birmingham in 1824, Twinings began selling tea in 1706, and the Cambridge University Press dates back to 1534.

What is it about these specific brands which has ensured their continuance? Surely it is their acknowledgement that your history is not enough; your brand has to continually evolve and remain relevant to your audience, whilst simultaneously honouring your roots.

Heritage is hugely important to CloudCloth, and is the backbone of our company story. Long before disposable wipes exploded onto the market, women would keep small circular textile cotton pads in little tins, usually impregnated with a cleansing solution, for quick and easy make-up removal. This was certainly an innovation, the ‘beauty tech’ of yesteryear. When we discovered this heritage hailed from a local textile manufacturers we jumped at the opportunity to bring something back that has evolved from the past, and this time as a re-usable item.

CloudCloth combines something from the past, with the relevancy of modern sensibilities.

We believe heritage is at its best when it commemorates the past, whilst existing in the present, and welcoming the future.

 

heritage (noun): features belonging to the culture of a particular society, such as traditions, languages, or buildings, that were created in the past and still have historical importance.

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