Zig-Zag Introduces New Content Platform, Zig-Zag Studio
Known for its rolling papers, the brand is also debuting a clothing and accessories line.
Hi Zig-Zag, the brand that’s been manufacturing one of the world’s most recognizable rolling papers for over 140 years, is expanding into content with the launch of Zig-Zag Studio. For a bit of context, the legendary name behind Zig-Zag comes from the way that rolling papers are stacked in a booklet: each paper is folded in half and hooked on the adjacent papers so that when you pull a paper out of a booklet, the next paper is pulled into its place. This process, called interleaving, results in a zig-zagging pattern among the papers. The brand’s founding French brothers patented the invention and named the company after it. Paying homage to the rich history, which started with this concept, Zig-Zag Studio is debuting 1879 Collection.
Zig-Zag Studio will serve as a platform for the brand to enter into a more elevated space, creating a lane to embrace and inspire creativity through entertainment, content, products and collaborations. Beginning with the 1879 Collection, Zig-Zag Studio is introducing a product line, mostly consisting of clothing and accessory pieces, that reference the label’s signature Zig-Zig patterning, like the interlocking “Z” pattern printed across the duffle bags. The 1879 Collection also features core styles like vintage embroidered T-shirts, hoodies and joggers, as well as more premium quality products like varsity jackets and leather goods.
“You’ll find references to the past in every piece; some obvious and some more subtle,” Harlan Raine, Sr. Marketing Manager behind the 1879 Collection. Having a 140+ year history gives us a nearly endless supply of material to translate into new forms, whether it’s clothing, entertainment or experiences.” Referencing “Le Zouave” and other historical pinpoints in Zig-Zag’s long history, many of the images of Boris — the mythical French soldier on Zig-Zag’s packaging — on the apparel collection, are actually much older, illustrated versions of him. Most of the products are doused in what is referred to as “French Orange” or “Unbleached,” which are more references to the names of Zig-Zag’s most popular rolling papers.
In addition to delivering a line of apparel and accessories, Zig-Zag Studio is also empowering creators by introducing original video content with some of the world’s best and most skilled artists. Currently on the site is its first series, called “Studio Sessions,” which captures four live music performances from Sleepy Hallow, Marc E. Bassy, Mariah The Scientist and NGHTMRE. The second video series is titled “Through My Lens,” which showcases the work of photographer Sam Dameshek, fine artist Matt Gondek, digital artist Jeff Cole and producer Dot. By expanding their presence into the content and apparel space, Zig-Zag is solidifying themselves on the street style and gear level as a true part of the cultural zeitgeist and a place for real storytelling to manifest.
Eric Anwar, Sr. Director of Marketing sees the platform as an innovative avenue to tell stories and ideate professing, “Through the launch of Zig-Zag Studio, we have created a platform aimed to illuminate talent through storytelling and foster new ideas to shape our culture and inspire others to enact positive change in our world.” Lorenzo De Plano, VP of New Ventures Division sees a brand that can cultivate unique ephemeral experiences adding, “Since 1879, Zig Zag has had countless followers around the world and our newest drop is designed to be a memento for the future. Every product was designed and crafted in limited batches to create the most incredible experience for our customers.”
Head to Zig-Zag Studio now to discover the all-new original video content and shop the 1879 Collection at the brand’s website.
