I was born in the prohibition period, so it seemed a bit surreal when the Times Square electronic billboard (the focal point for the New Years Eve countdown), which overlooks Manhattan, displayed a “countdown to” 420, promoted by one of the most popular brands of rolling papers. This is exactly what the gathered partygoers saw in the hours leading up 4:20 on Sunday April 20.
The gathered masses—several hundred, at least—exploded into cheers at the appointed moment, many brandishing giant inflatable joints with the brand’s logo. They were not filled with weed, but air. But plenty of actual joints were also in circulation among the crowd—as is perfectly legal in New York pursuant to the public-use provision of the 2021 Marihuana Regulation & Taxation Act (MRTA).
“Joining Cannabis Now in one of the worlds most recognized destinations—New York City’s Times Square—to celebrate cannabis culture on 4/20 with a wild countdown to 4:20pm on a giant billboard while puffing and sharing our B Noble and Jungle Gurl pre-rolls with the crowd was a very special, only-in-New-York treat!” “It was a very special, only-in-New York treat to join Cannabis Now in one of the world’s most recognized destinations — New York City’s Times Square — on 4/20 with a wild countdown to 4:20pm while puffing and sharing our B Noble and Jungle Gurl pre rolls with the crowd!”
This audacious cultural signifier was hosted by Cannabis Now and presented by Zig-Zag papers, perhaps still the most iconic amid the current profusion of brands.
Zig-Zag, in conjunction with their 4/20 celebrations, also hosted a retrospective exhibition on the company’s past. Dubbed “Zig-Zag Through the Years,” this was hosted on the second floor of the luxuriously appointed Charlie Fox retail outfit, on Seventh Ave. at 48th Street, just a few blocks up from Times Square—which bills itself as “New York’s Chicest Cannabis Dispensary.”
On display was a wide array of Zig-Zag-themed artifacts spanning generations—ashtrays, lighters, belt buckles, tchotchkes. “Some were produced under license, and some is fan art,” said Maggie Streng, director of brands with Turning Point Brands, Zig-Zag’s California-based stateside distributor. “If the image is of a marijuana leaf, then it is probably fan art.”
Some of these artifacts date back to a time before Zig-Zags became associated with marijuana. One souvenir decorative cloth, clearly from World War II, is printed with a 48-star US flag above the kicker, “You are safe when you buy Zig-Zag.”
Steng claims that 4/20 was Zig Zag’s “coming-out” party. She says, “This is our first official association with cannabis.” The new labeling of the product, “for herb use,” reflects this embrace.
James Mallios – founding partner at Charlie Fox – also commented on the success: “Zig-Zag & Cannabis Now made fantastic partners for 4/20. Charlie Fox was delighted with the Zig Zag Installation. It proved to be a hit among our guests. Looking forward to working with Charlie Fox again.”
Boris the Zouave
This packaging has retained its orange colour and the iconic image of a bearded picaresque character holding a cigarette or joint. The papers are used by many people around the globe, but they have no clue who the fellow is. They only know that he’s French and from the 19th century. Boris The Zouave, it turns out. It’s important to explain this.
The Zouaves were a Berber tribe in the mountains of what is now Algeria who fought for the French in their conquest of North Africa in the 1830s, and then in many subsequent wars. Their exotic (for the French) garb became the inspiration for a military uniform that took on a cachet—many Frenchmen and non-Berber mercenaries joined Zouave regiments just for the cosplay aspect of it. They fought valiantly from the Crimean War in the 1850s until the Franco-Prussian War in 1870. There were even “Zouave” units on both sides in the American Civil War.
The legend goes that Boris the Zouave was trying to have a smoke amid a pitched battle, when a bullet shattered his clay pipe. Undeterred, he ripped a strip off his gunpowder pouch and rolled up the tobacco in that—thusly inventing the idea of rolling papers.
The papers were launched under the brand name Le Zouave in 1879, and were renamed Zig-Zag in 1906—this in reference to the interweaving of the papers as they are pulled from the dispensary booklet, then a new idea.
Zig-Zag papers are still produced in France, and varieties now include Ultrathin, Unbleached and Organic Hemp, as well as the classic French Orange. Turning Point has distributed the Zig-Zag brand in America since 1997. Its headquarters are located in Louisville (Ky.), but it operates mainly out of Santa Monica.
‘French Elegance to Hip-Hop’
Steng points out a Zig-Zag signed booklet by Dr. Dre. A rare vinyl printing of Dr. Dre’s 1992 album is another item. The Chronic—its sleeve famously a take-off on the Zig-Zag logo, with the good doctor’s face in place of Boris the Zouave’s. This printing includes a cannabis-leaf image emblazoned on the vinyl—while the sleeve is signed by both Dr. Dre and Snoop Doggy Dog, who also appeared on the album.
Steng refers to the exhibit as “a celebration of music and arts from French elegance up until hip-hop.” She points out that for two years Zig-Zag has had its own stage at the Rolling Loud hip-hop festival, in both Los Angeles and Miami.
She also boasts that Zig-Zags have been referenced in several hip-hop numbers—most notably Afroman’s “Crazy Rap” and Eminem’s “The Way I Am.”
Cultural Breakthrough
Scott Grossman, Turning Point’s Vice President for Corporate Development. Of Wall Street background—former CEO at Vindico Capital—he’s eager to expand the New York presence of Zig-Zag, which has traditionally been more popular in California. New York, he says, is the “epicenter of cannabis culture”, where people from both the West Coast (the West Coast) and Europe, who are equidistant, meet.
Grossman describes his new role with Turning Point/Zig-Zag as “a passion project.” A member of NORML in his youth, Grossman now says he wants to take a stand on legalization, and play a role in the mainstreaming of cannabis.
“Eighty-years of prohibition clearly did more harm than good,” concludes he. I fully support state-led initiatives for legalization, but the federal classification of cannabis as a Schedule I drug is misguided. It is important to fight for a legal and safe market. There are people in prison for this $1 billion plant. We want to take part in the change.