You have a very distinctive name, we love your cool, fashionable branding! What was the reason behind the look and feel of the brand?
The brand is based around flavour. The cotton and cable in your tank or dripper is what delivers the flavour. We found it difficult to find a way to get across the complexity and detail of the ingredients in just the name; this is where the random multistripe comes in. Each colour depicts an ingredient. We wanted something traditional but modern, simple but also complicated, responsible by appealing to adults without looking like sweets or drinks.
How did Cotton & Cable come to be?
Having been a heavy smoker for years and struggling to quit, Lee fell in love with vaping, not able to believe that not only was it a substitute for smoking but was actually far more enjoyable. With very few standout flavours in the market, despite there seeming to be hundreds, and frustrated by limited all day vapes – Lee wanted to create complex, authentic flavour with depth. After lots of initial mixes and incredible reactions from the Cotton & Cable taste guinea pigs – Cotton & Cable was officially founded.
We’ re now well into the new year. What advice would you give to someone using NRT or other quit-smoking tools who may have lapsed into smoking? Why should they consider vaping?
As everyone knows it’ s 95 % safer than smoking. But the reason they should consider it, is because you can replace cigarettes with something that is genuinely better. Cigarettes are like analogue and vaping is like digital. Once you have vaped for a while you get all the same benefits as quitting- taste, smell, feeling healthier but you are now in control of your nicotine intake. You can gradually reduce it whilst enjoying your newfound taste buds( combined with all the exciting new mods and tanks) instead of feeling self-conscious, that you smell and your lungs are black. Vaping gives you an escape from that heavy feeling of addiction to cigarettes – why would you smoke when you can vape?
At Cotton & Cable, you use only the best ingredients, including Swiss-made Nicotine, pharma grade VG and PG, and premium USA and EU flavourings. Apart from using first-rate ingredients, what sets Cotton & Cable apart from the thousands of e-liquid companies out there?
The complexity of the recipes – all of the recipes, is staggeringly complex. We create multi-layered flavour, the more you vape it, the more flavours come out. Unlike other juices, when flavour fades, it literally fades. With our juices, as one flavour fades another appears. Our juices are balanced with between 10-17 different flavours which means your taste buds don’ t get bored after a day or a few hours – or in the case of some liquids 10 minutes.
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