When it comes to the cannabis space, RAW is easily one of the most recognized brands on the planet. Headquartered in Phoenix, Ariz., and manufactured in Spain, the rolling papers are beloved by fans. A major selling point is the all-natural formulation and smooth burn. It doesn’t hurt that the brand’s founder has become somewhat of a social media darling, himself.
RAW is celebrating its 20th anniversary this weekend at Kushstock, a long-running cannabis festival in Los Angeles. The event also happens to coincide with founder Josh Kesselman’s birthday.
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Speaking to GreenState from his ranch, Kesselman shared his excitement about commemorating two major occasions with thousands of people—but added that Kushstock brings him back to simpler times.
“It just reminds me of the past, where you have that sense of community again,” Kesselman shared. “Even if it’s only for a moment, even if it’s only for one little festival, one day per year, it just brings me back to the point where I’m smoking with my friends in the basement again.”
In true RAW fashion, the Kushstock celebration will be a wild ride. Attendees can expect joints falling from the sky, a hurricane of weed smoke, and a chance to sesh with the RAW founder himself (and maybe try one of his many crazy contraptions). The best part for fans? A few tickets are still available online.
Kesselman is a regular fixture on the weed event circuit. He lamented that some gatherings feel less authentic, but Kushstock hits the mark.
“We’ve lost our way to some extent,” Kesselman said. “And it’s these festivals, when they happen right, and when the mindset is correct, that hopefully remind people of why we all started smoking to begin with. I mean, there are people who started smoking for medical purposes, of course, but those of us who just started smoking for fun with our friends, I want to bring that back.”
RAW papers are just the beginning
Those familiar with Kesselman know that a big part of his public persona is cultivating joy with an almost childlike wonder. In addition to the brand’s wild and wacky presence at events, the swag game is more than on point. What other weed company makes branded smoking helmets, door mats, and vegan leather belts?
For Kesselman, the sometimes silly (and always viral) pRAWducts are an extension of the brand’s ethos.
“It’s supposed to be about making you smile,” he explained. “(We’re) always trying to recapture that moment of being with the friends laughing and giggling, and the person who brought the craziest contraption kind of ruled the sesh.”
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RAW’s latest drops include an American Pie-inspired joint-holding flute and an updated version of the brand’s SpongeBob-inspired Fireblazer Helmet that keeps six joints smoking at once. Kesselman said that many of the “high-deas” come from pop culture. Since it can take years of development for the product to finally hit the market, he tries to build things that stand the test of time.
“I want the impossible…”
While reflecting on two decades of RAW, Kesselman expressed gratitude and elation. Things haven’t always been easy, and the company has seen its fair share of ups and downs, including a recent copyright infringement lawsuit in which RAW was ultimately victorious. But despite this, the founder has enjoyed his success—and strives to pay it forward.
One way is through RAW Giving. The program partners with non-profit organizations with various causes, from clean water to restorative justice. Kesselman is especially passionate about animal rights. During the interview, he panned the camera to show his rescue donkey Elvis, and two horses (one of which is an ex-rodeo performer whose sole job now is to give kisses). A portion of the proceeds from the latest Fireblazer helmet drop benefited the Pasadena Animal Humane Society.
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When asked about his hopes for the next 20 years, Kesselman had an interesting response.
“I wake up most days so thankful for this ridiculous life I get to live. What do I really want? I want the impossible. I don’t want things to change.”
Kesselman added that his RAW connections and global network of adoring fans are instrumental to his exuberant joy.
“I know wherever I go, I can have a friend,” he concluded.
