A New Year Begins with a Choice — The Road Camel Continues to Extend
At the start of a new year, many brands speak about change.
For Camel, however, the word that feels closer has always been choice.
Since 1940, Camel has existed quietly across generations, adapting to different moments in time. There was never a single grand blueprint. Instead, at every stage, we responded to real needs and made the choices we believed were right for that moment.
In the beginning, our focus was simple and practical — creating durable, reliable everyday tools. Over time, we came to understand that these products were more than objects. They entered homes, accompanied daily routines, and became part of people’s lives.
Today, we find ourselves asking a simple but meaningful question:
Beyond our products, what more can we do?
An Evolving Perspective — Learning to Step Back
Camel’s role has never been fixed.
As the brand grew, our thinking gradually shifted from function alone to perspective and attitude. With time comes the realization that sometimes, rather than standing at the front and defining direction, it is better to step slightly back — allowing space for others to be seen and heard.
This evolution does not reject the past. It grows naturally from it. It is not about redefining ourselves, but about continuing forward with greater awareness and care in the choices we make.
Walking with Local Creators — Encounters We Are Grateful For
Along this journey, we have been fortunate to meet local creators who chose to place their ideas, creativity, and time into Camel’s everyday world.
Some were just beginning to explore their voices; others had already formed their own visual language. Through design initiatives and collaborations, we witnessed how creativity could translate everyday emotions, memories, and reflections on the city into objects meant for daily use.
Beyond competitions, we have also collaborated with artists, designers, and creators from diverse backgrounds. Some brought warmth and quiet humor into simple details; others reimagined familiar cityscapes through years of artistic practice. These works were never meant to be loud — but they existed sincerely, forming small yet meaningful connections between products, people, and the city.
Walking Alongside Society — A Line That Continues
Over the years, Camel has chosen to walk alongside partners who share similar values.
We continue to work with LAP Lifelong Animal Protection Charity, supporting causes related to animal welfare and coexistence. We are also grateful for our ongoing collaboration with LoveXpress and its social enterprise The Edible Projects.
These partnerships do not follow a single formula, nor are they driven by immediate outcomes. What connects them is a simple continuity — a willingness to take responsibility, at different moments, for things that matter.
A Meaningful Collaboration — Camel × LoveXpress & T.E.P.
As we considered how social connections might extend further, we were grateful for the opportunity to bring together a collaboration rooted in shared values.
In 2025, Camel partnered with LoveXpress and its social enterprise The Edible Projects to create the Camel × LoveXpress & T.E.P. collaborative series. This was not conceived as a one-time gesture, but as a meeting of beliefs — particularly around creating real pathways into the workplace.
Through real working environments, T.E.P. provides vocational training, internships, and ongoing support for young people on the autism spectrum, helping them build confidence step by step. This collaboration is founded on mutual respect and shared direction, rather than a one-sided act of support.
The visual elements of the series were created by Hong Kong autistic artist Alvin Li, whose work draws from local landscapes and culture. His expressive colors and fluid forms offer an honest, refreshing way of seeing the city.
Last Christmas, the series appeared quietly within the festive atmosphere of the city. Products were held in people’s hands, and support became something tangible — a small moment that naturally found its place along Camel’s continuing path.
Support T.E.P. : Link
Moving Forward, One Choice at a Time
Looking back, there was never a fixed destination or a definitive plan. Only time, experience, and a series of choices made along the way.
Camel often says, “It’s about having the courage to keep rolling forward.”
From 1940 to today, we still believe that as long as we continue to move — one step at a time — the road will reveal itself.