In 1855, 175,000 snow-dusted British, French, and Turkish troops descended upon Crimea— home to the Russian Tsar’s tough-as-nails Black Sea Fleet—besieging the city of Sevastopol, a vital port town in what is now Ukraine. After 11 months of bloody battle and over 128,000 soldiers dead, they drove the Russians out of the city.

After the snow settled, the press began cabling the news back to Paris: a rugged, cool, and heroic Le Zouave soldier (Boris) had saved the day. According to wartime folklore, Boris had his clay pipe destroyed by enemy fire and couldn’t bear the thought of fighting on without his tobacco. He tore a piece of paper from his bag of gunpowder, sprinkled his tobacco inside it and— voila! —he had invented a new smoking sensation. Reportedly, Boris went on to force 200 Russian gunnery sergeants to abandon their hillside nests, which changed the direction of the war.

LA NAISSANCE DE ZIG ZAG

In 1879, two enterprising Parisian brothers, Maurice and Jacques Braunstein, who owned a big paper mill, saw an opportunity in these new “rolling papers.” They founded Zig-Zag (named after the “zigzag” alternating packaging process they patented). The logo: a simple sketch of the mythic, wing-mustachioed Le Zouave Man. By 1900, the company had become internationally known. They were awarded the gold medal at the Universal Exposition in Paris, a world fair that attracted more than 50 million people. (Also winning awards were Campbell’s Soup, the diesel engine, and the world’s first escalator.) By the 1930s, Zig-Zag was an international powerhouse. To celebrate, they built a state-of-the-art paper mill in Thononles-Bains, in the Swiss Alps.

Things really began heating up for the brand as “devilish” cannabis found its way into neighborhoods across America. From the Jazz Age of the 1920s to the counterculture of the 1960s and 70s, cannabis use exploded. More than mere consumers, the beatniks and hippies saw smoking cannabis as part of their cultural identity, and rolling papers were part of that zeitgeist. Soon, the “Zig-Zag Man” was popping up on numerous counterculture posters—most famously in June 1966 when underground artists Stanley Mouse and Alton Kelley used the image on a handbill for a pair of concerts at San Francisco’s Avalon Ballroom. Twenty years later, hiphop icon Dr. Dre would do something similar for his debut album, The Chronic.

NAPOLEON, CHAMPAGNE & THE ACACIA TREE

Although nobody knows for sure when rolling papers were created, a few legends endure. It’s fairly well documented that in 1532, an inventive Frenchman named Léonide Lacroix traded the first paper in Europe for a bottle of the best Perigord Champagne. By the 1730s, the family owned their first paper mill. In a stroke of good luck, they forged a deal with Napoleon to produce very fine paper (“Citoyen”) for soldiers to roll their smokes. By 1881, the first booklets of rolling papers were being sold in Paris cafés. Although embraced with buoyant curiosity, there was a problem. Their roll would unravel as they began to light up. So they went back to their pipes. The solution? Acacia gum.

While it is hazy as to which rolling paper company first implemented the gum, Zig-Zag became infamous for it. Gummed papers have a thin strip of glue that secures your J and stops it from unraveling. This gum is made from the golden sap extracted from the African Acacia Tree. To obtain Acacia gum, incisions are made in the bark of the tree, allowing the sap to ooze out. Once exposed to the air, the sap solidifies and forms hardened gum nuggets. The sap forms nodules, which are harvested to be sorted out, cleaned, and processed into kibbled Acacia gum.

VIVA LAS VEGAS

On a bustling day at the Vegas MJ Biz Con trade show in January—“the World Cup of cannabis expos”—I noticed something I hadn’t seen in a while: a big orange Zig-Zag shipping container sitting front and center on the trade show floor. Dozens of people flitted in and out, checking out the well-curated swag, apparel, rolling trays, papers, ashtrays, skateboards, etc. Like a moth to a flame, I was drawn to the festive booth helmed by swag-toting Zig-Zag employees. I said to one, wow, Zig-Zag is back!

He smiled and grabbed me an orange beanie and put it on my head. “Yeah, baby…”

If you are over 50 years old, chances are you probably had a creased pack of orange Zig-Zags in your glove compartment in high school. Through it all, Le Zouave was there for you, burnt into your psyche like a handsome, rugged, naughty movie star.

However, after being sold a few times, the brand lost its way. Revenues had plateaued for years. The hard-earned buzz that the brand had created was going up in smoke. Innovation, trends, and well-marketed competitors began taking a bite out of Zig-Zag’s mojo.

OG MEETS A NEW PLAYER

Launched in 2005 by Josh Kesselman, RAW made its way with vegan, all-natural, unbleached papers adorned with a bold, sexy logo and splashy magazine ad campaigns. In 2008, hip-hop artists started using RAW and sharing it with their friends. At the same time, people were looking for a cleaner, healthier smoking experience. Sales soared. Kesselman started an IG page and traveled the world as the RAW ambassador.

Something that sets RAW rolling papers apart from other brands is their unique watermark. The watermark is created by pressing and rolling the paper between two metal rollers with constant pressure, which leaves a distinctive pattern on the paper. The additional process required in creating the watermark brings changes to the density of the paper.

As RAW breathtakingly took over the market, Republic, the parent company of Zig-Zag, sued them, accusing them of presenting misleading information regarding their papers being made in Alcoy, Spain; the company’s charitable organizations; and claiming to be the “only” provider of organic rolling papers. In the end, the court ruled in favor of RAW.

While Zig-Zag may have lost the case, they had something else in their bag: a barrage of new products, savvy marketing teams, magazine advertising, a digital brand hub, and the beloved music festival Zig-Zag van—the van has always been a symbol of the brandʼs connection to the culture and a nod to their roots of self-expression, creativity, and freedom.

And if RAW has Kesselman traipsing all over the world on an endless marketing bonanza, Zig-Zag has something no one can match: the iconic Le Zouave Man.

L’homme le plus intéressant du monde!

ROLLING LOUD

While Zig-Zag’s heritage resonates with many generations, the brand has made concerted efforts to connect with Millennials. And it’s working. They are embracing the storied brand as retro, hip, and authentic.

“By partnering with emerging talent and being part of festivals like Rolling Loud and avant-garde art exhibitions, we are ensuring our brand remains culturally relevant,” said Gary Rothman, Director of Digital Growth and E-commerce for Zig-Zag.

And through their new digital platform, ZigZagWraps.com , the brand has created an interactive space for fans to engage with music, lifestyle content, and cultural stories that resonate with the cannabis mindset.

“This goes beyond just selling products—it’s about building a community and a cultural presence that cuts through the clutter,” said Rothman.

ECO-ZAG

What Zig-Zag has learned is that today’s consumers have a deep appreciation for authenticity and heritage brands. This fits nicely with Zig-Zag’s lush history, coupled with their commitment to craftsmanship.

“They’re not just buying rolling papers—they’re engaging with a brand that has been around for 145 years and still innovates without losing its soul,” said Rothman. “We’re leveraging this authenticity in all our messaging, emphasizing the timeless craftsmanship that has always set us apart.”

Younger generations are also more conscious of the environment and their health, so the brand introduced eco-friendly products, such as hemp-based papers and organic options that align with their values. “These products allow us to speak to a younger audience who want to know that the brands they support are taking steps toward sustainability,” Rothman said.

FRENCH CONNECTION

Rolling papers are most commonly made with wood pulp, hemp, flax, or rice as a base material. Some companies, however, may use esparto, which might have a slightly higher carcinogen level when burned. The basic design of a single paper is a long rectangle with a narrow strip of glue or gum all along one of the long edges. The word “joint” ultimately originated in France, where it is an adjective meaning “joined” (past participle of the verb joindre ), derived in turn from Latin iunctus, past participle of iungo , meaning “I join.” Its first usage as a “marijuana cigarette” was most likely around the late 1930s.

TERPENES ’N ROSES

Recently, the Premium Rose Cones have caught fire. Partnering with the finest rose farms from around the world, Rose Cones are a natural way to enjoy a premium smoking experience. Each hand-crafted cone begins as a naturally grown rosebud. The buds are then carefully selected for petal quality before being crafted around an ultra-thin ZigZag Unbleached King Size Cone to give the perfect shape for packing and burning. Then it’s packed into a protective plastic tube with a tool and humidity control to keep the roses fresh and aromatic for when you’re ready to burn.

Additionally, rose petals contain Vitamins E, C, and polyphenols that protect the body from cell damage and have shown the ability to lower chronic disease risk, improve immunity, deliver anti-inflammatory properties, reduce menstrual cramp pains, and assist with digestion. “The Rose Cones have been a hit with consumers who want an elevated smoking experience,” said Rothman.

Intuitively following the terpene revolution, the brand launched Premium Terpene-Infused Hemp Cones. The cones are made from premium hemp and infused with hand-selected terpenes for flavor. They come pre-rolled for your ease and convenience; just fill, pack, and burn.

“The cones have attracted both cannabis connoisseurs and casual smokers who are looking for a more aromatic, terpene-rich smoke,” noted Rothman.

Next, they launched the Hemp Wraps. Billed as “the perfect go-to when seeking a refined and clean wrap for your legal blends,” each pack houses two 100% tobacco-free hemp wraps with packing straws so you can reseal your pack for later use and keep your wraps as fresh as the day you opened them. These smooth and slow-burning wraps deliver a heavenly, smooth draw.

“They’ve quickly become a staple in our product line,” Rothman said.

Then came the vintage fashion collection. The Vintage Apparel Streetwear Collection includes graphic T-shirts, long-sleeve shirts, hoodies, sweatpants, beanies, hats, and more. The designs showcase classic iconography and original advertisements, spanning Zig-Zag’s storied history, from the iconic Zouave to patterns gracing their rolling papers over the years.

“Starting last year, we’ve put a lot of focus on developing Zig-Zag apparel and accessories, expanding beyond just rolling papers,” said Rothman. “Our goal is to embed Zig-Zag into everyday life for consumers.”

To be sure, it’s been a well-thought-out tightrope ride balancing Zig-Zag’s rich heritage with modern updates. While the brand introduced new products and fresh content, they’ve never lost sight of the iconic elements that make ZigZag a coveted legacy OG brand.

“Our 145th anniversary celebration is a key moment,” Rothman noted. “It gave us an opportunity to highlight our history, craftsmanship, and cultural influence, while also using the occasion to launch limited-edition products and special collaborations.”

STORIED PAST, BRIGHT FUTURE

The resurgence of Zig-Zag is good for the cannabis industry. Because joints are the most popular way to smoke, and with the DIY pre-roll market heating up, papers are in big demand. With so many brands to choose from, including celebrities like Seth Rogen, much of the time, the choice comes down to packaging, marketing, and what’s “cool.” Right now, in cannabis, the buzz is “legacy OG.” And Zig-Zag is as legacy OG as it gets.

Zig-Zag is more than a brand; it’s a visceral experience with a fascinating tale—from the trenches of European battlefields to the Swiss Alps to the glorious hippie days of the 60s, to cannabis legalization and social media. A story of grit, mythology, innovation, smokin’ good times, freedom, and, of course,

Le Comeback.

Rob Hill has written for Ray Gun, Maxim, Playboy, Rolling Stone, LA WEEKLY, Treats!, The Riv, FHM, and mg. He is Co-founder and Editor-in-Chief of Hiii.

1 Smell the Roses Pocket T-shirt

Go retro chic-cool with this limited-edition tee. The back showcases a unique design inspired by the Premium Rose Cones line to remind you to “Stop and Smell the Roses.”

2 Rolling Papers Stash Book

Stylish and petite, it securely holds Zig-Zag rolling papers. Bonus: It has compartments for filters, lighters, herbs, and grinder.

3 Vintage Rolling Tray

Stay organized and make an art statement with this dreamy rolling tray made of thick, glossy tin.

4 Custom Skateboard

Roll down the Venice Boardwalk on this groovy 8-inch skateboard deck. Made from 7-ply American Maple wood.

5 Roller’s Club Velour Tracksuit

Stand out in this limited-edition, throwback plush velour pull-over hoodie and pant set.

6 Beanie

Up your cool factor and cover your noggin with this iconic beanie that screams, “Let’s roll together.”