Some things never truly disappear. They may fade from view for a while, wait in a drawer or sit unnoticed on a shelf. And suddenly, they are seen through different eyes: vinyl records spin on new turntables, analog cameras are rediscovered, traditional crafts fascinate a younger audience, and designs from past decades influence fashion and interiors.
Retro has long been about more than nostalgia. It is the pleasure of seeing the tried and tested from a new perspective. Especially in a fast-paced, digital world, there is a growing fascination with things that tell a story, have a character of their own, and do not follow every short-lived trend. The rediscovery of old habits and products with a history can be seen in many areas. In recent years, the so-called hipster trend has brought many things back into the spotlight that had temporarily been considered old-fashioned. Vinyl instead of streaming, mechanical watches instead of smartwatches, a visit to the traditional barber, or handcrafted products that visibly reflect their origins: what is sought after is something distinctive, something that deliberately stands apart from the interchangeable.
This development can also be observed in the world of tobacco. Products that have been known and appreciated for decades or even generations are now also appealing to people who are discovering them for themselves for the first time. At VILLIGER, these include three classics, each with its own distinctive features: the characteristically pressed VILLIGER EXPORT, the unmistakable VILLIGER CULEBRAS, and the VILLIGER KIEL with its small mouthpiece. Not because they follow a new trend, but precisely because they never had to.
The VILLIGER EXPORT – tradition in a distinctive shape
Some classics can be recognized by their shape alone. The VILLIGER EXPORT has been part of VILLIGER’s history for generations and, at the same time, shows how differently cigar traditions are embraced in different markets. In North America, it comes in its characteristic pressed shape. This small traditional cigar combines tobaccos from Brazil and the Caribbean with an Indonesian wrapper. Alongside the classic VILLIGER EXPORT, VILLIGER EXPORT BRAZIL and VILLIGER EXPORT MADURO are also part of the American range.
It is precisely this combination of long-standing tradition and distinctive appearance that makes the VILLIGER EXPORT interesting to a new generation as well. What longtime aficionados have known for many years may be a new discovery for others today. The VILLIGER EXPORT does not need to reinvent itself to achieve this. Rather, its characteristic shape and consistency are exactly what continue to make it interesting today.
The VILLIGER CULEBRAS – a VILLIGER original with an unmistakable shape
With hardly any other VILLIGER classic does the shape itself reveal so clearly that there is a story behind it. Three intertwined cigars, each with its characteristic curve: in North America, they are known as VILLIGER CULEBRAS. Their origins, however, lie in a true VILLIGER classic – the VILLIGER ORIGINAL-KRUMME. The story behind their unusual shape goes back a long way. In the past, employees in cigar factories received a small allotment of cigars for their own use. To distinguish these at first glance from the regular production, they were braided into small plaits while still moist. As they dried, the cigars retained their curved shape. Over time, what began as a practical means of identification developed into an unmistakable distinguishing feature. The characteristic shape of the VILLIGER ORIGINAL-KRUMME lives on in the VILLIGER CULEBRAS. The name also perfectly suits their extraordinary appearance: “Culebras” means “snakes” in Spanish, aptly describing the intertwined shape of the cigars.
Today, this unconventional character fits surprisingly well with the spirit of the times. While much is geared toward straight lines and the most minimalist appearance possible, the VILLIGER CULEBRAS naturally stand apart. Their shape was not subsequently created to achieve a retro look, but is instead the expression of a history that remains visible to this day. What once had a practical origin now seems almost like a small statement of individuality.
The VILLIGER KIEL – a small invention with a long history
The VILLIGER KIEL also shows that good ideas can sometimes be remarkably simple. Its characteristic small mouthpiece goes back to Louise Villiger. It was designed to prevent small pieces of tobacco from entering the mouth while enjoying the cigar. Today, it is considered a cult classic. What once arose from a practical idea has since become an integral part of this classic’s identity. The mouthpiece not only gives the VILLIGER KIEL its characteristic appearance, but also serves as a reminder of how products can evolve over generations without losing their original idea. Did you know? Arnold Schwarzenegger is also said to occasionally enjoy a VILLIGER KIEL – as a nostalgic homage to his European roots.
VILLIGER EXPORT, VILLIGER CULEBRAS, and VILLIGER KIEL thus tell the same story in different ways: some things become classics precisely because they preserve their own distinctive character. And with all three, this character is apparent at first glance – in the pressed shape of the VILLIGER EXPORT, the intertwined VILLIGER CULEBRAS, and the characteristic mouthpiece of the VILLIGER KIEL.
When classics become conversation starters
Some products explain themselves at first glance; others raise questions. Why is the VILLIGER EXPORT pressed? Why are the VILLIGER CULEBRAS intertwined? And what is the story behind the small mouthpiece of the VILLIGER KIEL? It is precisely these distinctive features that invite a closer look and encourage people to discover the stories behind the classics. For longtime aficionados, these details may have been familiar for many years. Those encountering the products for the first time, however, see them from an entirely different perspective. The unusual shape becomes an eye-catcher, a characteristic detail becomes a conversation starter, and a product with a long tradition suddenly becomes a personal new discovery.
In this way, classics can connect generations. One person recognizes something familiar, while another discovers the very same thing for the first time. The product remains what it has always been – only the way it is viewed changes.
Familiar – and precisely for that reason exciting again
Perhaps it is no coincidence that classics are attracting renewed attention right now. The more digital our everyday lives become, the more appealing things can seem that can be touched, experienced, and connected with a conscious ritual. Products with character and individuality, with an origin and a history that was not invented for a current trend. VILLIGER EXPORT, VILLIGER CULEBRAS, and VILLIGER KIEL each have different stories and a character all their own. What connects them is their consistency. They have experienced change, accompanied generations, and yet remained instantly recognizable.
Perhaps that is precisely the most appealing side of the retro trend: the past is not simply copied or brought back. A new generation discovers for itself what longtime connoisseurs have appreciated for years – out of curiosity, because of a distinctive style, or simply because a classic stands apart in a pleasantly unconventional way. And perhaps, in the end, that is the secret of a true classic: a true classic does not need to make a comeback. After all, it was never gone. Sometimes, all it takes is a new generation to discover it for themselves.