The model that helped outline smoking tradition for generations is moving into its soft-luxury period. Earlier this week, Zig-Zag launched its Restricted-Version Rose Cones. These are handcrafted, personal-size cones comprised of actual rose petals, and arriving simply in time for Valentine’s Day. Followers may also catch a glimpse of them this weekend in Los Angeles for the Grammy Awards, the place they’ll be making their cultural debut.
Zig Zag’s seasonal drop blends ritual with visible drama, giving fashionable customers a format that feels as elevated because the second itself. It’s not nearly perform — it’s about temper, presentation, and the small particulars that flip an atypical unwind into one thing styled and intentional. Rose Cones formally launch February 7 nationwide at Circle Ok places and on-line through Gopuff.
A Legacy Model, A New Ritual
Every 70mm cone is crafted from pure rose petals, providing a daring floral look that stands aside from conventional papers. The feel, shade and form create a sensory expertise earlier than the session even begins—a part of a rising client shift towards rituals that really feel curated somewhat than routine. Designed for a single, completely portioned session, the format helps extra intimate, private moments as a substitute of over-the-top extra.
“Rose Cones mirror how the subsequent technology is reshaping smoking tradition—favoring personal-size codecs, distinctive pure supplies, and extra intentional rituals,” says Maggie Streng, model director for Zig-Zag. “This launch exhibits how a heritage model can evolve alongside fashionable customers whereas staying rooted in craftsmanship.”
At $9 per 3-count tube, Rose Cones land in that candy spot between indulgent and accessible. They’re excellent for hashish Valentine’s gifting, Galentine’s date nights, or just upgrading an on a regular basis unwind with one thing slightly extra particular.
The Grammys Weekend Debut
To mark the launch, Zig-Zag is partnering with cult-favorite podcast and cultural kiosk “Are We On Air?” to introduce Rose Cones throughout the Grammy Awards weekend—one of the high-energy intersections of music, road fashion and popular culture all 12 months. Zig Zag is reworking the Kiosk-o-theque at 8244 W Sundown Blvd. right into a rose-themed hub for music, design and group. The multi-day expertise brings collectively DJs, performances, interactive activations, unique merch and giveaways.
The setting is intentional: Grammys weekend is greater than an awards present backdrop; it’s a convergence level for artists, creatives, tastemakers and business insiders. It’s the place style statements debut, new aesthetics achieve traction, and the tone of the 12 months in tradition begins to take form. By debuting Rose Cones on this atmosphere, Zig-Zag positions the drop not simply as a product launch, however as a part of the weekend’s inventive dialog.
The romantic, photogenic design of the cones feels particularly aligned with the vitality of the weekend—expressive, styled and made to be seen. In a setting outlined by visible storytelling and cultural crossover, Rose Cones perform as each accent and expertise. With Rose Cones, Zig-Zag merges legacy credibility with immediately’s tradition of aesthetics, self-expression, and experience-driven merchandise—proving that even a century-old model can nonetheless set the vibe, form the second, and evolve alongside the subsequent technology of customers.
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