Inside the Making of RAW Rolling Papers (Part I)
Joshua Kesselman, the man behind the RAW® brand of rolling papers and other smoking accessories, didn’t name his brand after a process. He named it after a feeling. A feeling of realness, energy, and truth. The word came to him “through the emotion in a classic hip-hop track’s lyrics; a raw expression of honesty and […]
Inside The Pre-Roll Machine Of The Future: How Apehex And RAW Rewired The Joint
Apehex, the automated pre-roll system developed by Perfectionist Rolling Equipment in collaboration with RAW founder Josh Kesselman, is quietly changing how joints are manufactured across North America. What looks today like a polished piece of production equipment began as something much simpler: a Saturday morning idea, a production bottleneck and a message that landed in […]
RAW Founder Josh Kesselman Explains ‘The Tattoo Test’ And How to Build Cult-Level Brand Loyalty
You can spot a real brand in the wild. It walks into a room before the founder does. You see the logo on a skateboard, a guitar case, the back of someone’s neck. That’s the test. If people wouldn’t tattoo your brand on their skin, maybe it’s not a brand. Maybe it’s just merch. Josh […]