A Viral Cigarette Brand? In 2023?

On a Saturday evening in late May on Delancey Street, the rain broke just long enough for a smoke break. A group had formed outside Big Ash, a vintage clothing store where a Juicy Couture zip-up sweatshirt from the mid-2000s was on sale for $175. There, three young men — who, despite being in their 20s and 30s, declined to give their last names out of fear of their parents learning they smoked — lit up a new type of cigarette.