The story of RAW isn't just about rolling papers - it's about how one brand completely changed smoking culture. From a kid in his dad's smoke shop to creating a global empire, here's how RAW became the most recognised name in rolling papers.
The Origins
Josh Kesselman's story starts in New York, working in his dad's smoke shop during the 90s. Growing up around rolling papers, he developed an encyclopaedic knowledge of every brand and type available. But he noticed something major was missing from the market - truly natural, unbleached papers without the chemicals and chalk that were industry standard at the time.
This wasn't just about creating another rolling paper. Kesselman had watched his father battle cancer, making him hyper-aware of what people were inhaling. His mission became clear: create the purest, most natural rolling papers possible.
Spanish Connections
While most people would've started in America, Kesselman knew better. He took his idea to Spain, specifically to Alcoy - a small town that's been the world capital of rolling paper production since the 1600s. Here, generations of paper craftsmen had perfected their art long before RAW was even an idea.
Working with these Spanish masters, he developed the first prototypes of what would become RAW papers. The collaboration wasn't just about manufacturing - it was about tapping into centuries of rolling paper expertise to create something revolutionary.
The Innovation
RAW's success wasn't just about being natural - it was about solving real problems smokers faced. The signature criss-cross watermark was engineered to prevent running and ensure even burns. They developed a unique gum line using tree sap instead of chemical adhesives, making it the first truly natural adhesive in rolling papers.
Even the colour was a statement. In a market full of bright white papers, RAW's natural brown stood out. What looked like a marketing risk turned out to be their biggest advantage - smokers loved knowing they weren't inhaling bleached paper.
Going Global
RAW's rise wasn't overnight. They built their following city by city, smoke shop by smoke shop. What made them different was their connection to cannabis culture. While other brands kept their distance from weed, RAW embraced it. They showed up at events, supported local scenes, and became part of the community.
Their timing was perfect too. As cannabis legalisation spread, smokers became more conscious about what they were smoking with. RAW's natural philosophy matched perfectly with this new awareness.
Product Evolution
The original RAW papers were just the beginning. They revolutionized pre-rolled cones by creating the first ones that actually burned properly. Their rolling trays weren't just accessories - they were engineered with raised edges and perfectly smooth surfaces based on real smoker feedback.
Each new product solved a specific problem:
Glass tips for better airflow
Magnetic rolling trays to prevent spills
Pre-rolled tips with perfect consistency
Storage containers that actually kept things fresh
Cultural Impact
RAW became more than a brand - it became part of smoking culture itself. They achieved something rare: respect from both commercial and underground scenes. You'd find their papers in high-end dispensaries and street corner shops alike.
Their influence spread beyond just papers. They set new standards for what smokers could expect from their accessories. Other companies had to up their game or get left behind.
The Foundation Side
One of RAW's most impressive moves was turning their success into positive change. The RAW Foundation builds wells in Africa, supports disaster relief, and funds various charitable projects worldwide. This wasn't just good PR - it showed that cannabis culture could be a force for positive change.
Innovation Never Stops
Today's RAW is still pushing boundaries. They're experimenting with new materials and techniques while staying true to their natural roots. Recent innovations include:
New watermark patterns for even better burns
Sustainable packaging initiatives
Advanced filter designs
Collaboration with artists and creators
Industry Impact
RAW didn't just succeed in the market - they changed the entire rolling paper industry. Other companies had to respond to consumer demand for natural products. The whole industry shifted toward more conscious manufacturing and better quality standards.
The Future
RAW continues to evolve with the culture. As cannabis legalisation spreads globally, they're pioneering new products for new markets. They're not just keeping up with changes in smoking culture - they're helping shape where it's going.
Legacy
RAW's story shows how doing things right and staying true to your principles can revolutionise an industry. They proved that smokers care about quality and natural materials. More than that, they showed how a rolling paper company could become a cultural movement.
What started as one person's vision for better, cleaner rolling papers turned into something that changed how millions of people smoke. Every time someone rolls up with a RAW paper, they're not just using a product - they're participating in a revolution that changed smoking culture forever.
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