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The mere fact that Torches is a Manhattan cannabis retail outlet says a lot about the changing culture in New York City. On 42nd Street just off Fifth Avenue, it occupies the building that was from 1930 to 2020 the Nat Sherman Townhouse—a landmark purveyor of hand-rolled cigars and other high-end tobacco products. The Nat Sherman Company was purchased by Altria three years ago. Cannabis was eroding the status of cigars, which had been a long-time symbol of luxury for city elite.
The central glass-fronted room is viewed from an indoor balcony. Behind a counter that leads to the former humidor, budtenders have their sales ready. Offerings include dried flower, pre-rolls, edibles, vapes, concentrates, tinctures, topicals and accessories—produced by everything from big multi-state operators to local mom-and-pop enterprises.
Showing me around, Torches team member Jonathan Santana says, “We take pride in offering what we believe is the best cannabis menu in the market—diverse, high-quality and built for every type of consumer.”
Santana is also proud of the area. “After Nat Sherman closed in 2020, the building remained vacant—a historic Midtown space frozen in time. In mid-2022, we took control of the building with a mission to give it new life while honoring its history.
From the ex-humidor, Santana takes me to a downstairs space that they hope to turn into a consumption lounge—which it was for the high-end cigar set back in the day. Santana shows me small boxes that look like personal lockers, where clients could store their tobacco and alcohol. Each is emblazoned with the holder’s name—including ex-mayor Rudy Giuliani, actor Robert John Downey Jr. and hip-hop talent manager Paul Rosenberg. The Legend is simply labeled on one. Santana assumes with a grin that this might have belonged to Frank Sinatra.
Torches, which opened its doors as Polanco Brothers Cannabis Dispensary on March 20, 2024 after overcoming “regulatory barriers” (such as waiting until the injunction for new marijuana licenses expired in New York), was formerly known by that name. Santana states that it rebranded to Torches in July of 2024, once “our brand vision had been completed.”
There are some very ambitious conversations with New York’s cultural icons. In the next few weeks, we’re collaborating with Knicks Film School on a podcast that will be aired live and based around a collaborative event. Jonathan Macri hosts the podcast which is known for its in-depth interviews and analysis of the New York Knicks. This partnership blends New York Sports and Cannabis Culture in a natural and organic manner. Let’s start with [veteran Knicks star] “We hope to include other players who enter or expand the New York Cannabis market.”
Santana and the three Polanco brothers (all named confusingly José) were all born in the Dominican Republic, and all grew up in the same neighborhood of Jamaica, Queens. Santana says, “We’ve been friends ever since we were in middle school.”
License-holder José A. Polanco expounds on the Torches vision: “We want to build on the history of the building, do something with that elegance, but still in a cool and down-to-earth kind of way. It used to be a very exclusive place, but today it’s about inclusivity and bringing everyone together who is united by cannabis.