• by Erin Everhart , Staff Writer, May 30, 2025

Legacy. It’s what every brand strives to leave behind. How will they be remembered? 

For most brands today, that’s about becoming a permanent placement in pop culture history, if such a thing exists. How do we weather the storms, the ups and downs that any long-lived company sees? How do we capitalize on viral moments, turning a little stroke of luck into a multi-million-dollar businesses?

What most might not know is that this week’s featured brand has a 110-plus-year history, obvious of course if you pay attention to its full name. But back then, they appealed to blue collar workers and outdoor adventurers who needed something to keep their coffee hot all day long. They were carried by bomber pilots during WWII.

It’s a stark contrast to how they show up today, swapping construction sites with coffee tables and cubicles. Stumble into any Suburban Town USA and you’re bound to spot at least 10. They’re collected by the dozens. People match them to their outfits. They’ve launched partnerships with some of the most recognized names in pop culture: Lionel Messi, Barbie, Lainey Wilson and most recently, Post Malone. 

I’m of course stalking about Stanley 1913, the brand behind the infamous and latest obsession: The Stanley Cup. Reusable water bottles aren’t new; they’ve been a form of personal expression since the early 2000s. For Stanley 1913, what started as a legacy thermos brand has become one of the best culture-driving DTC success stories.

We sat down this week with Anthony Potgieter, Senior Director of Ecommerce, to talk about they’re delivering on the three sought-after pillars of marketing – exclusivity, access and community – by prioritizing lifestyle trends over discounts. You can listen to the entire podcast at this link.