Our Philosophy

When we set out to create CloudCloth we did not anticipate where the journey would take us, though we always had a core philosophy guiding us through and that philosophy centred around certain words and values that held a certain synergy as things evolved. It helped how we shaped the brand in our earlier days and what keeps us on track as we grow. 

At CloudCloth we firmly believe that words shape the way we live. We believe in their power to ignite thoughts and ideas, to engage creativity, to build connection and encourage us to explore. That is why you will find them on the postcard that accompanies each pack of cloths we send out and they are what underpins our philosophy. We want to encourage our customers to experience CloudCloth in the same way that we did in developing them. 

Idea. Contradiction. Human. Happenstance. Curious. Eclectic. Start.

These words change from time to time, depending on what's new for us, and some remain, especially those that feel integral to the foundation of the brand. 

We will be delving a little deeper into these words and exploring how they relate to CloudCloth, and also the world around us. If you’re interested in delving further into this with us, sign up to our newsletter for updates. 

You can read more about the CloudCloth story here Our Story and our commitment to sustainability here Sustainability Road Map.