Tag Archives: Big Tobacco

Taking Up Smoking at the End of the World

John Sherman | Longreads | September 2017 | 9 minutes (2,250 words)

 

I started smoking this year. In Berlin, where I lived before recently returning to New York, almost everyone seems to smoke, almost everywhere, almost all the time. It’s like a 1970s game show, but in German and with better hair.

It wasn’t the ubiquity of smoking that sold me as much as the opportunity to become excellent at rolling cigarettes — a simple task that is wildly impressive when done well. The most practiced rollers can assemble a factory-grade filtered cigarette in about ten seconds, packing it casually against a thumbnail while your own attempt looks like a slightly crumpled, pregnant snake, leaking tobacco from both ends.

I’ve watched Berliners roll cigarettes walking, standing up in a moving subway car, and even once while biking through traffic on Karl-Marx-Straße. A German friend claimed her father could roll a cigarette inside his pants pocket, which, bullshit or not, puts the bar for trick-rolling higher than I can even imagine.

Aside from being a cheap way to smoke — about €5 for a bag of decent rolling tobacco, plus €1 each for filters and rolling paper — it’s an excellent sideline for fidgeters, people like me who can’t help but curl straw wrappers into intricate fiddleheads, or peel the label off their beer bottle to fold origami fortune tellers. Cigarette rolling is a mini-craft project unto itself, repeatable and perfectible. I probably enjoy rolling cigarettes even more than I enjoy smoking them.

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I don’t mean to be flip about the health hazards of smoking, which are illustrated in full color on every side of every tobacco product I’ve ever purchased, and rattled off by every serious smoker I’ve ever talked to about it. I was born in America in 1989; the only thing I know about smoking is that it’s bad for me.

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Pivoting Away from Lung Cancer

(Photo by Shiho Fukada for The Washington Post via Getty Images)

Felix Gillette, Jennifer Kaplan, and Sam Chambers report in Bloomberg Businessweek on Big Tobacco’s adaptation of the Silicon Valley playbook: sleek design, disruption, open-floor plan “innovation zones” with Eero Saarinen chairs, you name it. Welcome to the world of alternative nicotine platforms.

In between heatsticks, you holster the cyberpipe in a mobile charger, a smooth, palm-size contraption that calls to mind a cigarette pack mated with a smartphone and designed by Apple’s Jony Ive. “I was a smoker before,” Calantzopoulos said as he handled a charger. “I switched to this completely, and I cannot smoke cigarettes anymore.” Somewhere in flavor country the Marlboro Man is turning over in his grave.

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