Cantel, Guatemala’s most prominent textile brand, commemorates its 150th anniversary in 2024. Founded in 1874 in Cantel, Quetzaltenango, the company has been a crucial pillar in the country’s industrial landscape. Through a combination of tradition, innovation and commitment, Cantel has endured as a staple in Guatemalan homes, offering top-quality textile products and constantly adapting to changing market demands.
The emergence of Cantel coincides with the beginning of the industrial revolution in Guatemala during the second half of the 19th century. The Hilados y Tejidos Cantel factory thus became the first industry in the country, setting a precedent for economic development and industrial modernization in the region. Strategically located in an area with a rich tradition in weaving and spinning, Cantel took advantage of local expertise and has maintained a relevant presence in Guatemalan homes for generations.
Throughout its history
Cantel has faced numerous challenges, from social conflicts to pandemics to industrial and cultural revolutions. However, the brand has demonstrated a remarkable ability to adapt and resist, emerging stronger than ever. Its commitment to quality and excellence has been constant, and its focus on innovation has allowed the brand to evolve over time.
With a vertically integrated structure that spans from yarn production to the marketing of finished products, Cantel has managed to remain relevant in an increasingly competitive market. Its broad product range, which includes home textiles and fashion collections, has attracted a diverse customer base, from mothers passing down products to their daughters to young people seeking the latest design trends.
Today, Cantel operates 35 company-owned stores in Guatemala, along with international franchises and authorized distributors. The brand continues to expand its presence by opening new stores and diversifying its wholesale channel. Throughout its 150-year history, Cantel has proven to be much more than a fabric brand; it is a symbol of tradition, quality and commitment to Guatemalan homes, a heritage that transcends generations and continues to weave its legacy in the heart of the country. That is why to commemorate its anniversary they launched their new campaign.
Without losing the thread
“Without losing the thread” , Cantel’s new anniversary campaign, is born from the stories of the families that inspire us to create new products every day.
In a semblance of how life wraps itself in a cotton flake, with its soft tangles, and how those movements mark a beginning and an end, but along the way, the different family generations pass on the tradition and love for the Cantel products.
A cotton flower that represents the thread of life and everything that happens in the middle of it: celebrations, changes, new beginnings, farewells, new generations, the day to day life.
“Without losing the thread” takes us through the 6 to 7 generations of a family of customers who through traditions have passed on their love for the Cantel brand (a baby, mother, grandmother, great-grandmother and great-great-grandmother…).
