In an epoch in which a large number of products once considered elitist have been democratised, knowledge of the
production process and its history has become the currency used to acquire the desired status.
The exclusivity of the product, and therefore, of the person using it, is expressed not only through its cost, but
increasingly, through the values of its cultural importance, respect for the environment, ethical value and the ability
to share the experience of use.
− − −
The ability to connect the product to valuable cultural elements of the past allows the brand that produces it to create
an important instrument of added value in the eyes of the consumer.