VapeLyfe Magazine Issue 06 - New Year's Edition by VapeLyfe Magazine

ISSUE 6 | NEW YEAR 2018

ELEMENT E-LIQUID UNVEILS GAME-CHANGING SALT-BASED NICOTINE

NEW YEARâ&#x20AC;&#x2122;S

RESOLUTIONS

RECYCLE YOUR VAPING GEAR

VAPEY JACKS VAPE STORE SPOTLIGHT

NNA

A SMOKE-FREE WORLD

SCAN TO VIEW OUR DIGITAL EDITION ON YOUR DEVICES

We are celebrating the New Year by giving you...

Adverts in Issue 8 when you buy an advert in our next issue

CONTENTS 6

TRAILBLAZERS WE TAKE A LOOK AT ELEMENT’S NEW NICOTINE SALTS

12 29 35 40 50 54 60 64 68 72 77 90

98 102

IS VAPING MAINSTREAM? JUST HOW PERVASIVE AND ACCEPTED HAS VAPING BECOME?

A SMOKE-FREE WORLD NNA’S PAUL BARNES PONDERS THE ULTIMATE QUESTION FOR TOBACCO REDUCTION

VAPESTORE SPOTLIGHT WE VISIT VAPEY JACK’S IN DERBY

21ST CENTURY VAPING AYR’S BRINGS A MULTITUDE OF MODERN TECH TO THEIR NEW TOBACCO REPLACEMENT

THE VAPING POGONOPHILE SPARES A THOUGHT FOR THE CONSIDERATIONS OF NON VAPERS

BIG TOBACCO’S INFLUENCE GO SMOKE FREE REVEALS WHO OWNS WHAT IN THE VAPING INDUSTRY

MY VAPING JOURNEY KIMBERLEY JONES TALKS ABOUT TRANSITION FROM SMOKING TO VAPING

EJUICES.CO WE TAKE A LOOK AT EJUICES.CO’S VAPE ON DEMAND SERVICE

NEW YEAR’S RESOLUTIONS DON’T BE A MOD HOARDER! START RECYCLING YOUR UNWANTED AND DISPOSABLE KIT

CLASH OF THE TITANS WE MEET THE GUYS FROM SUB-OHM MAGAZINE FOR AN EXCLUSIVE Q&A WITH OUR BROTHERS

LIQUID REVIEWS THIS MONTH WE REVIEW LIQUIDS BY HUSTLER, IVG, AND ELEMENT

VAPRWEAR FASHION AND VAPING ARE PROVING TO BE A WINNING COMBINATION

THE VAPER EXPO 2017 THE SCOOP ON THIS YEAR’S BIRMINGHAM EXPO

NEWS WHAT’S NEW IN THE WORLD OF VAPING COVER PICTURE BY OPEN_AIRFLOW

FROM FROMTHE THEEDITOR EDITOR

ISSUE 6 | DEC ISSUE 6 | 2017 New Year 2018

Hey VapeFam Hey VapeFam

Welcome to the sixth issue and Christmas edition of VapeLyfe Magazine, we hope you’re enjoying the festive Welcome to the sixth issue and New season. It’s been a cracking year, we Year’s edition of VapeLyfe Magazine. This can’t believe 2017 is drawing to a bumper issue is our biggest yet, and we’d close. How has the year been for you? like to thank all our contributors for making it such an amazing read. Of course we’re This bumper issue is ourisbiggest yet, and we’d biased, but it really a cracking, contentlikeheavy to thank all our contributors forreviews, making magazine packed with it such an amazing read.and Of course we’re informative articles fun features. biased, but it really is a cracking, contentheavy magazine packed with salts? reviews, Do you know about nicotine We informative and fun salt features. hear aboutarticles Element’s nicotine range that is creating waves in the industry. DoWe youdiscuss know the about salts? We placenicotine of vaping in today’s hear aboutand Element’s salt range society, wonder nicotine if it is mainstream. thatWeis have creating waves in the industry. regular articles including the WeVaping discussJourney the place of vaping in feature, which today’s makes society, and wonder if it is mainstream. for inspirational reading (you may want Weto have articles including the show regular this to your smoker friends who Vaping Journey feature, which makes want to quit smoking but have yet to make for the inspirational reading (youfeature may Vapey want vaping switch). We also to Jacks show in this your smoker friends who thistoissue’s Vape Store Spotlight; want quit smoking but have yetguys to make a to massive congratulations for thefostering vaping switch). We spirit also feature Vapeya community and creating Jacks in this issue’s Vape a great space to be. AndStore as weSpotlight; start 2018 massive congratulations guys foratfostering on a positive note, we look options community spirit andmod creating a great space of recycling your (don’t worry, you to don’t be. And with 2018it peeking the have to give up if youaround don’t want to). There is at all options this to of look forward to, corner, we look recycling your and a whole plus to exclusive mod (don’t worry,lot youmore, don’t have give it with up Q&As if you don’t wantinnovative to). There iscompanies all this to such as to, Vaprwear, whose hoodies look forward and a whole lot more, plus and accessories integrated vape exclusive Q&As with have innovative companies systems you to vape onhoodies the go. such as allowing Vaprwear, whose and accessories have integrated vape A gigantic highyou fiveto to Open_Airflow, systems allowing vape on the go. for writing brilliant, honest reviews over the course of five the past year. A big thank A gigantic high to Open_Airflow, for you to Paul from Newreviews Nicotineover Alliance, writing brilliant, honest the course of the year. A big thank you to

Paul from New Nicotine Alliance, who continues to provide incisive commentariat onwho all things vape in world. continues to a post-Brexit provide incisive Tocommentariat Vaping Pogonophile (who on all things vape inalso a opened his world. own vape storePogonophile earlier this post-Brexit To Vaping year), cheers for his your wonderful wit (who also opened own vape store last that has kept so many readers riveted. month), cheers for your wonderful wit

that has kept so many readers riveted. We hope youyou enjoyenjoy the read. you doIfcontact We hope theIf read. you advertisers featured in this magazine, do contact advertisers featured we’d in really appreciate we’d if you could mention this magazine, really appreciate where youcould heard mention about them. It lets if you where youus know we’re doingIt our heardthat about them. letsjobusproperly. know that we’re doing our job properly. To those of you who have stumbled across our magazine just now welcome. To those of you who have –stumbled We hope stick just around the ride. across ouryou’ll magazine now for – welcome. See you all soon, have a very We hope you’ll stick around for the merry ride. Christmas and and Happy New Year. See you all soon all the best for 2018. Team VapeLyfe Team VapeLyfe

vapelyfemag.co.uk vapelyfemag vapelyfe @vapelyfemag1

Leading the pack and staying ahead of the game in a throng of thousands is never easy. Unless your name is Element. It takes skill, finesse and business nous to stand out from the crowd and boldly tread a path less travelled. Yet, since launching in 2014, Element have been innovating, inventing and revolutionising its way into the vaping industry.

It was the first American company to travel across the pond and successfully present high VG e-liquids to the industry. It was the first company to introduce sub ohm culture to the European market. Now, it is the first company to brand nicotine in the form of its NS20 line and present designer nicotine salts to Europe. You’d be forgiven for not knowing much about nicotine salts, which are fairly new to the market. For the uninitiated, here comes the science bit. Tobacco leaves contain natural salts, which ultimately produce the smoothest vape but without the stringent throat-hit that can be uncomfortably harsh. The elevated absorption of nicotine into the body means the vape renders a nicotine rush most similar to that of a traditional tobacco cigarette. 6

Free-base nicotine is harsh on the throat in a higher milligram, and because of that, the traditional tobacco smoker hasn’t really been satisfied. New vapers crave instant satisfaction and that nicotine hit derived from a tobacco cigarette, but due to the higher absorption rate of nicotine salts, those needs are satisfied. This is also why Element’s designer nicotine salts are ideal for not only new vapers, but dual users too who just cannot seem to get off traditional tobacco. Nicotine salt has been formulated to change the throat inhale and exhale characteristics rendering a super smooth hit. NS20’s speedy and effortless delivery of nicotine means you are able to still get the nicotine hit you need and vape considerably less. This is the genius notion behind nicotine salts, to give that unmistakeable throat-hit that smokers crave when weaning themselves off traditional tobacco cigarettes.

Trailblazer Element leads the way with premium Nicotine Salts Prodigious ideas may occur in a flicker of a second, but they don’t come to fruition overnight. Element’s premium nicotine salts have been in the making for 18 months, as the team worked hard on getting the formula perfect. David Botton, CEO of Element said: “First and foremost, Element champions NRT and we want to help smokers however we can. We have made smokers our prime focus to make it easier for them to get off tobacco. We had this demographic, new vapers and dual users in mind when creating this ground-breaking nicotine salt range. Think of nicotine salts as ‘nicotine version 2.0’ that will deliver that nicotine rush and stop ex-smokers from reverting to tobacco cigarettes.”

Element have the safety and wellbeing of vapers at the forefront of their minds. One shining example is that the company is proud to take a stand against controversial component butyric acid, and have banned this ingredient from their e-liquid range. The nicotine salt market is set to see exponential growth, yet Element have come out on top again by being trendsetters and leading the way. Element differentiate themselves from the rest, by creating their own designer nicotine salts, acquiring myriad complimentary customer testimonials along the way. Vaping360.com pronounced Element’s range as “nicotine on a whole other level”, whilst other online retailers including Vape Club have bestowed glowing five-star reviews on Element’s designer nicotine salt range. David added: “We’re a large-scale manufacturer and we’ve worked with multiple providers. We do our research, we know our products inside out, and our unique product range simply cannot be emulated. From our wildly popular pink lemonade, to our designer nicotine salt range, our products are unique in their own right. We foresee other brands using NS20 nicotine salts to show they are using premium ingredients which are in effect a symbol of the extremely high standard we hold ourselves to.” Element’s designer nicotine salt range includes beloved flavour profiles that many vapers will be familiar with. Traditional lines were given the nicotine salt treatment and the designer nicotine salt range now boasts flavours including 555 Tobacco, Grape Vape and Key Lime Cookie. Pushing their creative boundaries and wanting to create a unique vaping experience, Element partnered with hardware giant Aspire to create an accompanying closed system device that could be used with Element’s designer nicotine salts. The NS20 range launched loose 10ml bottles 8

four months ago, and the accompanying Aspire closed system device followed shortly after. This Aspire Mini Gusto was designed specifically to help the newly reformed cigarette smoker and new vaper. Traditionally, new vapers may have found the act of vaping complex and daunting, whereas the simple plug-in, pre-filled pod of the Aspire made vaping easier to follow and obstacle-free. Element are pioneers in the vaping industry who lead the way to pastures new. The industrious team continue to push boundaries to create unique products that are talked about the world over. Yes, there will undoubtedly be other companies who follow Element’s lead and try and get a foothold into the nicotine salt market. But they simply aren’t in the same league, or cannot create the same calibre of designer nicotine salt as Element. Element is an inspirational beacon that continues to shine bright and proud in

a mercurial industry which is constantly evolving. They are the crème de la crème of the vaping industry, having won 15 awards over the years including Best Juice Line, Juice of the Show, Best Liquid, Best Menthol and Best Tobacco. The latest addition of nicotine salts to their already popular range will ensure Element is the go-to brand of choice for vapers of all levels. Element’s designer nicotine salt range is now available in the UK, wider Europe and beyond, from most outlets and larger websites including Vape Club. elementeliquids.com elementeliquids element e-liquids @elementeliquids

IS VAPING MAINSTREAM?

P 12

ublic Health England (PHE) say vaping is 95% less harmful than smoking. Nearly half the population (44.8%) donâ&#x20AC;&#x2122;t realise e-cigarettes are much less harmful than smoking.

â&#x20AC;&#x201C; how much has the thought around vaping evolved, for it to become a valid alternative to smoking, and is it enough to make smokers understand it is in their interests to make the vaping switch?

You may have heard these facts as the first response to anti-vaping arguments. You may have used these facts yourself to defend e-cigarettes against the onslaught of anti-vaping sentiment. But a serious question has to be asked

It all started with Hon Lik who like thousands worldwide, wanted to quit smoking. A creative individual who wanted to make the world a better place, he had previously dabbled in other fields and invented products including

ginseng plants with aphrodisiac qualities â&#x20AC;&#x201C; and a vaporisation system using a high frequency ultrasound element pressuring nicotine. Using that as rudimentary first attempt, he soon developed a final prototype, filing the patent in 2003 for a streamlined vaporisation system using a batterypowered heating element. This handheld device converted liquid nicotine into inhalable vapour. People who wanted to quit smoking were able to get their nicotine hit effectively through this Electronic Nicotine Delivery System (ENDS). Furthermore, by removing tobacco from the equation, Lik bypassed the toxic cocktail of tar and chemicals found in combustible tobacco, creating for the first time, a valid alternative to smoking in the ENDS field. Likâ&#x20AC;&#x2122;s groundbreaking invention paved the way for the sale of the first

e-cigarette in his country of birth in 2004. It was in the following year that e-cigarettes first came to prominence, and 10 years later, have evolved into the devices that we are familiar with today. Likâ&#x20AC;&#x2122;s creation is the lifeline for an estimated 21 million vapers worldwide. Taking on Big Tobacco was always a risk, yet Hon Lik ploughed on, undeterred and determined to make his invention accessible to all those who like him, had struggled to give up tobacco. Over the past few years, various public health bodies have come out in favour of e-cigarettes, a number which is set to rise as in-depth studies are conducted in the fight to bolster Tobacco Harm Reduction (THR). Remember, e-cigarettes have only been around for just over a decade and there is still plenty of work to be done in spreading

the word about positive effects of vaping over smoking. What changed to facilitate e-cigarettes’ validity and endorsement as an effective THR tool? From the word ‘vape’ entering the Oxford Dictionary in 2014 as the ‘word of the year’, to Leonardo DiCaprio puffing away on an e-cigarette, it is safe to say that the awareness of vaping has increased dramatically over the past few years. A watershed moment was PHE’s 2015 landmark review proclaiming vaping to be safer – a whopping 95% safer – than smoking. It is never easy to put your head above the pharmaceutical parapet and make a controversial statement that goes against mainstream opinion, especially if that opinion puts you in the minority and open to ridicule. PHE

led the way and since then, a number of established bodies have come out in favour of e-cigarettes. Dr Mike Knapton, Associate Medical Director at the British Heart Foundation (BHF) said e-cigarettes could be a useful tool for 14

harm reduction and to stop smoking. The Royal College of Physicians advised GPs to promote e-cigarettes as widely as possible as a substitute for smoking. Vaping is definitely becoming mainstream, but the vape debate waters get frequently muddied by misinformation and scaremongering as the media grapples with conflicting reports. Last year, the US Surgeon General’s report of an e-cigarette epidemic in youths gave false credence that vaping is a gateway into smoking. Despite the report being lambasted the world over and drawing ire from anti-smoking campaigners, the Tobacco Control Task Force and world renowned public health physicians including Professor Konstantinos, the damage had been done. For every piece of anti-vaping news that makes the headlines, a smoker who is thinking of using e-cigarettes to quit smoking may be indefinitely put off making the switch. Yes, there is a shift in perception from public health bodies towards vaping, but more robust studies and solid methodology is needed to counter spin and propaganda. The first step would be to educate the mainstream media, so a consistent, accurate message is cascaded to the public and fake news abolished. In the past six months, repeat offenders include breathless reporting from tabloids and esteemed broadsheets who have published press releases without fact-checking. E-cigarette horror stories need to be fully researched, so that reports such as spontaneously exploding e-cigarettes and ‘popcorn lung’ can be clarified or

quickly debunked. Be it apathy, hidden agendas, or a genuine lack of time in printing an incorrect anti-vape article, editors need to be aware that their actions are harming smokers’ lives who were contemplating using e-cigarettes to quit smoking. Secondly, leaders in the field and advocacy groups need to be adequately supported in order for them to function independently and without compromise. These groups need to remain vocal in raising awareness about vaping and should be supported by advertisers in the vape industry and beyond. Thirdly, a government elected official needs to be appointed, to dissect the TPD and see what parts can remain and be jettisoned in a post-Brexit world. It is promising to see Cancer Research UK enter the vape debate. Its recent Facebook post promoted vaping in a 30 second animation clip, where highlights included e-cigarettes containing nicotine but not cancer-causing tobacco, and how the cost of vaping is

considerably less than smoking. Cancer Research UK has dedicated time and resources to studies in this area, when earlier this year, Cancer Research UKfunded scientists discovered that those who swapped smoking for vaping or NRT for at least six months, had much lower levels of toxic and cancer-causing substances in their body than people who continued to use conventional cigarettes. Alison Cox, Cancer Research UK’s director of cancer prevention, said: “Around a third of tobacco-caused deaths are due to cancer, so we want to see many more of the UK’s 10 million smokers break their addiction.” Speaking of the Cancer Research UK funded study, she continued: “This study adds to growing evidence that e-cigarettes are a much safer alternative to tobacco, and suggests the long-term effects of these products will be minimal. Understanding and communicating the benefits of nicotine replacements, such as e-cigarettes, is an important step towards reducing the number of tobacco-related deaths here in the UK.” 15

From public health bodies to those with vested interests in the vaping industry, it is encouraging to see vaping taking centre-stage in the national conversation. Vaporized, a national retailer of e-cigarettes and vaping merchandise, ran a marketing

campaign and started a Change.org petition to sway BBC producers to allow a character to give up smoking via vaping. Croydon residents, former friends and neighbours of EastEnders star June Brown who plays Dot Branning said it was about time their friend stopped smoking onscreen. Vaporized supported PHEâ&#x20AC;&#x2122;s Stoptober campaign, highlighting research that a smoker is 60% more likely to quit smoking altogether by using an e-cigarette instead. Marketing Manager for Vaporized UK, Pamela Cunningham, said: â&#x20AC;&#x153;Dorothy Branning is a treasured TV personality to many families across the UK and we thought if we can get a woman as stubborn as Dot to kick the habit, then who knows how many older people would find inspiration in doing the sameâ&#x20AC;?. In addition to Stoptober which encourages smokers to quit smoking, Switchtober encourages those to make the vaping switch. E-cigarettes are now categorised under Nicotine Replacement Therapy (NRT) and have been approved as a safer way to quit smoking. Yes, the evolution of vaping has seen understanding and acceptance from quarters in the industry that were staunch supporters of the anti-vaping movement. There is still a tremendous amount of work to be done. VapeLyfe Magazine hopes to lead the way in championing vaping in an embryonic industry that can be simultaneously supportive and highly critical of e-cigarettes, to ultimately help smokers make the vaping switch.

The 2nd VLOCO Photo Contest organised

Electronic Cigarette Industry Committee,

by IECIE is going to celebrate high-end

Shenzhen

photography by inviting those with a keen

Shenzhen Electronic Vaporizer Industry

interest in vape and pop culture. The

Association, V.Photos.

Photography

Association,

contest empowers individualsâ&#x20AC;&#x2122; creativity and the discovery of striking photography,

If you would like to enter, please send your

presenting the new concept of pop culture

entry to lisa.yang@cetimes.com.

blended with a dash of vape. For The competition is now open till 24:00 (China Time) 10 February 2018. Judges and intended partners include

information

and

Terms

Conditions visit http://en.iecie.com

Building on its debut last year, this yearâ&#x20AC;&#x2122;s Vape Talent Show, will be the most impressive and important event in IECIE 2018. The organiser FOGER is excited about the upcoming Vape Talent Show. Compared to the 100,000 RMB reward in the first Vape Talent Show, the reward will rise to a new height for the next show, and wellknown directors will be invited to present an amazing live dancing show. The Vape Talent Show will be an exclusive sponsor to big names from the fashion and automobile industry to name but a few. This event is one of the most influential events in IECIE, and the main stage will be set up in Hall 9 with a capacity of 3,000. The organiser will promote the event through more than 2,000 domestic vape retail stores, targeting thousands of vapers and fashionable players in over 36 cities. The Vape Talent Show will be a global show attracting visitors from overseas, with attendees expected from Hong Kong, 24

Russia, UK and beyond. Up to now, 80 overseas players have signed up, for what will undoubtedly be a superb event. If you have top notch vape skills and need to show them to the world, you need to enter. What are you waiting for? The Vape Talent Show is dedicated to creating a new era of vape and it is strong in its mission in finding the strongest new vaper. What is different here from any other previous traditional vape competitions is that the Vape Talent Show tests not only vapersâ&#x20AC;&#x2122; trick vaping skills but also the combination of other skills. For more information about the Vape Talent Show, go to the website now. http://iecie.com

A Smoke Free World By Paul Barnes

A question asked by many in Public Health, and Tobacco Control is this: “What can we do to get to a smoke-free world?”

t’s an interesting question, buoyed by the fact that over the last seven years - in the UK at least - the smoking prevalence rate has steadily declined, and is now at a record low (15.8% based on the Office of National Statistics Annual Population Survey, and the Opinions and Lifestyle Survey data). This puts the UK in third place within Europe, bested by Finland and Swevden. Sweden, of course, is home to Snus; a smokeless tobacco product. A product that is also substantially less harmful than lit tobacco, and is widely regarded (thanks to the extremely low rates of tobacco-related diseases in Sweden) as a “safe” product, as well as a viable alternative to cigarettes. Unfortunately, Snus has been banned throughout the EU since 1992 with one of the reasons being “a fear that it could become a gateway to

smoking for young people.” (Where have we heard that before?) To date, Sweden still has the lowest smoking prevalence in Europe and the lowest tobacco mortality rates. Both cigarettes and snus are widely available, as are e-cigarettes - for now. It might have taken the UK longer to get its smoking prevalence down without Snus, but it is getting there, and a lot of that can be attributed (directly or indirectly) to e-cigarettes. Which brings me onto the next point. Dr Derek Yach, former WHO cabinet director and executive director for noncommunicable diseases and mental health, and one of the key people involved with the development of the WHO Framework Convention on Tobacco Control treaty is the founder and president-designate for a new initiative - the Foundation for a Smoke-Free World.

e-cigarettes - have a large role to play in promoting the idea of a “smokefree world.” When it comes to promoting reduced risk alternatives, and recognising that smokers want choices there isn’t really anyone else better qualified to lead with fresh ideas and collaborative action.

To date, Sweden still has the lowest smoking prevalence in Europe and the lowest tobacco mortality rates. Being committed to tobacco harm reduction and cessation, Dr Yach believes that reduced risk products - such as snus, heat-not-burn and

Many within tobacco control are wary of this initiative because of the initial funding source - Philip Morris International - which has led to tobacco control failing their very own “scream test.” Many of the ‘leaders’ of the tobacco control movement have actively shunned this new initiative, for various reasons, but the key reason is, of course, the simple fact that PMI is the (current) funding source. Tobacco control has spent decades and billions of pounds (or dollars) in generating their own science and public relations campaigns to drive down smoking prevalence. Since the entrance of e-cigarettes, and without significant support from tobacco control, the smoking prevalence has benefitted from significant declines wherever e-cigarette use is on the rise. So you’d think that an initiative dedicated to funding impartial research into reduced risk products would be welcomed wouldn’t you? Unfortunately not. Many scientific journals will not publish any science, or even opinion pieces, from any individual or organisation with ties 31

(however tenuous) to the tobacco industry. For good reason. The tobacco industry spent a lot of money in defending their product and making claims about health impacts, which later turned out to be false. The thing is, since the various tobacco control organisations banded together, and the development of the FCTC, research from the tobacco industry has been heavily scrutinised - though never published in the usual academic journals - yet consistently ignored or disregarded simply because of the origin, while the research from tobacco control has been freely published, often without the intense scrutiny and debate. Unsurprisingly, this hasn’t benefitted smokers, or the consumer, one bit because of the one-sided nature of the debate - despite the FCTC not explicitly stating to exclude the tobacco industry from the debate, only to ensure full disclosure. This one-sided debate has led to a complete shambles when it comes to disruptive products like e-cigarettes and heat-not-burn. We’ve all seen the headlines whenever some “new research” is published (or presented at a conference), which has led to an increasing belief among the public that e-cigarettes are “just as harmful as cigarettes.” A belief that is unfounded.

We are lucky in the UK to have pragmatic public health types that have not only studied the research, or conducted their own, but have also talked to vapers - part of why NNA was formed in the first place - and they have discovered that e-cigarettes do have a role to play, and yes, they can help with cessation. They’re not quite where we’d like them to be in the grand scheme of things - publicly anyway. This new initiative could pave the way for solid research on all reduced risk products currently available, as well as coming up with new ideas in the future. No-one quite knows what is going to happen, at least not yet. Is a smoke-free world possible? If the various barriers are torn down, and everyone starts collaborating with each other, the answer is: Anything is possible.

nnalliance.org nnalliance @nnalliance

apey V

VAPE STORE SPOTLIGHT

JACKS

Derby

Vapey Jacks is a cool vape lounge in the heart of Derby city centre. The store celebrated its second birthday earlier this year, and itâ&#x20AC;&#x2122;s the go-to place for vapers in the Midlands. Apart from serving great coffee and having a chilled vibe, Vapey Jacks is a comfortable, safe place for vapers who can get solid advice without being hassled with the hard-sell. We chatted to Vapey Jacks co-owner Blake Lowis, to discover the importance of community in the vape industry, what e-liquids he rates, and what he thinks will be the next big thing on the vape scene.

Why do you think people dig Vapey Jacks, and what is it that makes Vapey Jacks the go-to vape place in the Midlands? I think the reason we have carved out our little section in the vaping community is due to our twist on the regular style vape shop. We wanted to create a relaxed and comfortable environment to help new and experienced vapers get the right product every time. We basically created the right environment to take the pressure off our customers, letting them go at their own pace, without worrying about being forced to buy products in store. Vapey Jacks is a unique name. Who chose it? I did, as I wanted the shop to have a name that reflected the style of lounge. So, we went for something that had a pub/coffee shop sounding name. The obvious route was to get the word ‘vape’ somewhere, plus it meant we had an excuse to create an ape mascot which, well it’d be rude not to. Vapey Jacks celebrated its second birthday recently. From hosting vape meets to serving awesome coffee, it’s a popular hangout spot for vapers. What is the secret to your shop’s success? It’s hopefully mainly down to the e-liquids we create and options of creating your own favourite combination of flavours; when we talk to our customers it seems more about the community that we’ve fostered in the lounge. No question is a silly one and it doesn’t matter if you’re a serious hobbyist or straight off the cigarettes – the service and support is the same. We always strive to keep our knowledge up to scratch and we like learning the science behind creating new flavours. Is there a typical Vapey Jacks’ customer? Hell no… Our customers are from all walks of life ranging from 18 year olds to 72 year olds, who all sit together, enjoy the atmosphere and have a good time. 37

“We wanted to create a relaxed and comfortable environment to help new and experienced vapers get the right product every time.” Vapey Jacks do a mean espresso. Tell us a little more about your coffee, and what vape you would recommend with it. Our coffee is sourced from Sheffield and it is something to be very proud of. Me and my brother are from a coffee shop background, so this was something that we had to get right. It took three months of searching numerous suppliers but this blend hit all the right spots for the perfect coffee. It’s definitely something that gets the customers coming back for more. Two vapes off the top of my head that go really well with our coffee, is Spiritwalker by Manabush and Cookies & Cream by Vapey Jacks. What is your favourite vape event? This is a hard one. I’d say for the social side, it has to be Vape Fest for me, as I get to meet up with a lot of familiar faces

whom I don’t usually get time to see. It’s also a great place for solo vapers to meet some great people and see some stunning mods. For the vaper who wants to get immersed in all areas of vaping, I’d have to say Vape Jam, as it has everything under one roof with a great after- party just next door at The Fox. How important is a sense of community in the vape industry? The vaping community is a strong, supportive and creative network. Just look at some of the Facebook groups, and you can see how helpful and compassionate they can be. So many charity raffles, freebies and support is offered to people in need of help. When you attend a vape event – regardless of the size (it could be 10 or 1000 attendees), you can see just how great that sense of community and unity is. There is nothing better than to see so many people getting along and being so helpful to one and another.

How has Vapey Jacks changed you? Are there any specific ways how the shop has impacted upon your personal / professional outlook? Personally, I couldn’t see myself doing anything else. Opening Vapey Jacks has made me learn so much, apply new skills and I have so many new friends. It’s all about that feeling you get when you know you’ve helped someone or just made their day that little bit better. It makes me enjoy coming into work in the mornings. How do you think the vaping industry has changed since Vapey Jacks came to town? When we opened our doors, the 200w mod had just started to come into shops and there was a wait for new mods to be released. Now, literally every week, there’s something new coming out, so many manufacturers are creating great things. It’s never been a better but also a confusing time to get into vaping. For a small amount of money there are so many great options in mods, atties and juices. That’s why it’s brilliant that there so many great shops and services supporting new vapers with solid advice.

What are you vaping at the moment? I’m on Cookies & Cream as it works great with coffee. I’m also on Dumas Roncier, as it’s one of my favourite fruit combinations. Are there any upcoming juices which you’re excited about? Honestly, I’m a fussy vaper that’s why I love creating flavours. But one of my favourites that has just been released in short fill is Manabush. Probably one of the only companies that I love every single flavour they’ve released What mods are hot right now? What’s good value for money? As we keep on selling out of them, the VooPoo Drag has been a fantastic success and is such an impressive piece of kit for not much at all. I think if you want the allin-one style device, I love the eGo AIO. I think the next big trend will be the pod system devices that seem to be becoming everyone’s go-to beta mod.

Have you been to Vapey Jacks? To find out more about this very cool shop, or stock up on your supplies, go to www.facebook.com/vapeyjacks now.

21 Century Vaping ST

Innovation and creativity is the bedrock of the e-cigarette market. This fast changing, mercurial industry sees hundreds of new flavours and models launched quicker than an upgrade for the latest iPhone X. Enter AYR, who aim to revolutionise the vaping experience by creating the worldâ&#x20AC;&#x2122;s first vaporiser which refills and recharges itself automatically. This clever and sleek piece of kit has been lovingly created by a crack team comprising of technologists, designers, business leaders and of course, vapers keen to make a difference. Headquartered in London with a software and development arm in Moscow, AYR is gearing up for a 2018 launch that will take the vaping world by storm. VapeLyfe Magazine is thrilled to catch up with founder Kaveh Memari (KM), chief design officer Ian Murison (IM), chief executive officer Clive Millington (CM), chief technology officer Mark Gretton (MG), and head of editorial Keeley Walker (KW). 40

AYR’s tagline is “Vaping Reimagined”. What was the thought process behind AYR and where did the idea to create a smart vaporiser come from? IM: The idea started with a question: “What would be the perfect device to give up smoking in the mind of a smoker?” And then, not trying to fix what already existed [in the market] but going back to smoking as the start point and thinking ‘this is what smokers are used to - this is what we want to get as close to as we can to make it as easy as possible to move across to vaping’. The smart part was about enabling those who had made the switch not to relapse. Other people who I know who gave up smoking found it very difficult to summon the motivation and ultimately that motivation comes from knowing how much you consume. Just having an understanding of how much you have used at all times is very very useful. The mind of a smoker tracks usage by the cigarette – ‘I smoke ten-aday, I’m a pack–a-day, I’m a forty-a-day’ – and that’s how you define yourself. And that doesn’t exist in vaping. It’s literally, ‘here is an alternative, puff away and then eventually start to feel a bit dizzy’ because they have no idea how much they have used.

KM: We didn’t want to simply solve the pain points of vaping as we found it, but smoking more generally. We had to create a product that would closely observe the things that smokers loved about smoking - the ritual, but leave behind the things they hated - the tar and smoke. In the process we had to reimagine vaping from a fake/plastic cigarette substitute, or something that had no resemblance to the visual and user cues of smoking, to something that could replace smoking for the majority of smokers who had rejected first generation vapour products. IM: So, it was quite an unusual way of doing things. We didn’t start with a load of data and research, which is where most processes start. All of that came next. But the instinctive approach was to invent a device that would be the ultimate platform to move across from smoking to vaping.

The silhouette and contents of AYR are reminiscent of a box of tobacco cigarettes. Was this a conscious design decision, to breed familiarity for a former smoker, new to vaping? KM: Entirely so. Adoption by smokers was key. So, we studied smokers - they didn’t leave home with a cigarette,

they left with a pack. When they fancied a cigarette, they went to the pack, and took out a brand-new cigarette - an experience that would last 10 puffs for up to four minutes, had a finite beginning and an end, had no buttons, parts or bottles, and was simple.

is a playfulness aspect that means you want to be continually handling the device – as you do with a packet of cigarettes to a degree, opening and closing the lid – but, while it takes some cues from a box of cigarettes, it takes it over the line into something new.

IM: From a design perspective, it is not a copy of a box of cigarettes, although it’s reminiscent as you say – it actually takes cues from the playfulness of a zippo lighter. From a playful aspect, there are things that smokers do; they fidget when they fancy a cigarette, and with zippo lighters there was this flicky bit that came into play which was partly ‘cool’ but also acted a bit like worry beads (I grew up in Arabia). So, there

In the world of smart phones and wearable tech, it is natural for people to want to lead more convenient lives in the 21st century. AYR certainly does that, by prioritising vapers’ needs, through an automatic refill and selfrecharging function. How do you think AYR will revolutionise the vaping market and what can AYR do to stay ahead of the game? 43

CM: Our one–on–one relationship with the customer is a big thing. Replicating the ritual of smoking is something we are doing now in our first generation of the product. But future generations of the product, because they are connected, will allow us to evolve with our customers and learn from our customers and provide them with a richer experience in many ways. IM: I kind of believe the answer is empowerment. For example, with devices at the moment, you don’t know how much you have had. We have now equated it to ‘a cigarette’s worth’. Then you will be able to see how much you vape because you will know how many you have gone through and understanding that data actually empowers the user. They feel more in control of something they know that as a smoker they are not really in control of. It prevents you from denying your level of consumption in your brain. So, it empowers people and the more that we can do that and then

attune the experience to the person and the more personal an experience it becomes, the better it becomes. KM: It is also worth mentioning that we realise, for some, the ritual of smoking is also linked to the pleasure of disconnecting (from the noise of everyday life). To this end we have designed AYR to also work entirely and completely without the APP using a single button at the top of the case - very much like the single button on an iPhone with different core functions accessible through various taps and holds of the AYR button. So, it is optional to the user whether they want the connected experience or not.

How long did it take to bring AYR to market (from concept to physical product)? KM: Work began in November 2013 and the first customer shipments are expected in spring of 2018.

From stunning design to sleek aesthetic, the AYR is covetable and easy to use. Who is AYR’s typical customer, and what do you think they’ll appreciate the most about AYR? CM: The short answer is that it’s designed to appeal to all smokers or vapers who appreciate quality and good design. IM: What was quite nice in our research was that when we asked ‘who do you think would come up with a product like this?’, the answers that came back were ‘not a tobacco company. Someone like Apple.’ So, our potential customers are people who would buy into a company that strives to revolutionise or reinvent the whole category and deliver a quality user experience throughout. KW: As for what they will most appreciate, attention to detail in every element of the product will probably be the greatest appeal to the majority of customers.

There is a dearth of vaping apps out there, which is why we think it is refreshing for AYR to introduce its app. How can the AYR app augment vapers’ lives? KM: Tracking capabilities, seamless re-ordering ahead of running out, and participation in third party academic research are a few of the ways that the AYR app is looking to provide a better experience.

CM: And of course, crucially, providing an alternative to smoking. This is ultimately how we will improve lives.

From Pistachio Biscotti to Grape Mint, your collection of flavour profiles is inventive and tasty (we haven’t seen many pear brûlée flavours on the market). Do you have vape mixologists who create flavours for you, and what was the inspiration behind these unique flavours? MG: Yes, we do have a whole team of mixologists. We apply equal value to the flavours as we do to the design. All our flavours are unique to AYR and particularly attuned to our device so they will be perfectly matched. CM: Also all of our flavours are developed in collaboration with a large and extremely engaged BETA community. Ultimately, it’s what they think that really matters and their inputs are the inspiration behind all of our flavours.

AYR has a ‘discreet mode’ for a subtle vape. Where is the cheekiest place you’ve ever vaped, that you perhaps shouldn’t have? KW: Vaping in public spaces is very much down to the discretion of the host of that space. In the early days, I adhered to more of a ‘forgiveness rather than permission’ rule of thumb. However, there are only so many times a restaurant proprietor can ask you to desist before you realise this isn’t the best course of action.

That said, what feels a little ‘cheeky’, rather than vaping in places you shouldn’t, is vaping in the places that smoking most certainly would not be permitted. Having been given the goahead, I have vaped at the hairdressers, as a passenger in long car journeys and of course simply at parties where ordinarily I would have been forced to brave the outdoors and socialise through a window.

In its Tobacco Control Plan released earlier this year, the government announced its aim to slash smoking rates in England to 12% by 2022. Do you think there’s a correlation between this ambitious plan, and the innovative technology that AYR has created?

CM: Absolutely. We know that people who have moved from tobacco to vaping, half of those have given up smoking completely – so it is a successful alternative to smoking and with our product we can accurately measure the dosage of how much nicotine you are taking in so we feel we can assist with that [12%] aim better than any other product on the market. KM: We would like to see the end of smoking by 2030. To that end the 2022 target is simply a staging waypoint to that. IM: We have always embraced regulation. We got early visibility that certain things were going to be shut down or regulated as we were designing the product and we, therefore, went for

a 10ml capsule for example, because we knew that would be the maximum allowance with regulations, which would mean the least changeover of cartridge for the consumer and also another reason for having the app was that it would be helpful in terms of tracking for people giving up so I think we can certainly be instrumental in that government goal.

to protect the tobacco industry. We are honest brokers. We just want to come up with products that are really useful and effective to our consumers. We also absolutely support regulation because this will raise the quality of the category and provide appropriate protection to users. We have a roadmap packed full of exciting products, benefits and features, so watch this space.

CM: I think that is an important point about embracing regulation. The vaping industry has a bit of a reputation for being slightly unregulated and it’s only when you regulate an industry that it becomes credible. We want it to become a highly credible category that’s well regulated, because ultimately vaping is a highly effective alternative to smoking.

When and where can customers buy AYR? If a vape store wants to stock AYR, is it available to purchase wholesale? v

AYR is a dynamic disruptor in the vaping arena. Are there any other fields you’re looking into, to create waves and pave the way for a better way of life? KM: The short answer is yes. Smoking is a daily inhalation of 200 to 400 nicotine puffs for 1.3bn globally. The capabilities developed in AYR could certainly be put to use more broadly than consumer nicotine. We are currently drawing up detailed plans to this end.

CM: AYR is expected to be available in the UK by spring 2018. It will be available online directly (www.vapeayr. com) as well as in select launch retail partners. The vape channel is absolutely fundamental to our distribution plan so it will be very much available to purchase wholesale.

vapeayr.com @vapeayr vapeayr @vapeayr

CM: Yes, we are not encumbered with any of the dogmas that go with Big Tobacco. We want to come up with great solutions, we don’t have to preserve supply chains, we don’t have 49

A THOUGHT FOR OUR FELLOW MAN

By Vaping Pogonophile I thought I would take the opportunity to write about vaping and the people around us, not only family but the stranger on the street. 50

Each of us acknowledges great achievement with the joy that we have quit smoking and taken up vaping to give us that chance for a healthier life style. I think that sometimes or maybe even all the time, we forget that there are a lot of people who either don’t smoke or vape, or smokers who have no idea of the benefits of vaping. They are unaware that secondary vape is of no harm to them. Vaping is almost alien to them and so it will be, because they have no need to know about it, as it doesn’t affect them directly. That is why on occasion there may be some negativity to those who are vaping. How can we change this? Can we change this perception? Of course we can, with a little common courtesy and consideration for our fellow man. Also by politely informing people if and when asked about the act of vaping. I’ve had some wonderful moments with random strangers while I’ve been out and about and they have stopped me to ask what I was smoking (they mean vaping). Some try to guess the flavour, telling me that it smelt so good. These moments have led onto informing people about what I do, why I do it and what is available. For me, my wife doesn’t vape nor does she smoke and when I first started to vape, it was a vape pen style kit. The vapour I produced was minimal and she

was quite happy for me to vape in the same room. As I progressed through better working devices and then on to subohming, my vapour production became greater, to the point where I was filling the room with clouds. I soon decided that I would no longer subject my wife to it in our living room, and even now, I vape out of the kitchen door. It was never that my wife was concerned by inhaling secondary vapour but that she was having to look through a hazy room at the television. (Although the clouds did help hide her disapproving glances from time to time when I said something she wasn’t happy with.) I feel that I have always been a considerate person and when I am out, I check for people around me before I vape. If someone is walking behind me I will move to one side to make sure that my vape isn’t hitting them. If I am in a group or a queue I move away to vape. This is not because I think I am harming someone else, but I feel that I shouldn’t subject someone else to what I want to do. I just feel that it is a polite thing to do. I don’t find the same consideration from a lot of smokers. I’m only going to touch on it, but work places need to catch on quicker as most work places ask vapers to use the smoking area, as with airports and train stations. I was lucky at my workplace 51

that after a discussion they allowed vapers to have their own area and that was a few years back.

That they might not want to be sat or stood in that fruity New Year cloud.

As we all wish for the support to continue vaping and enjoy vaping wherever, then it is not a bad place to start by being considerate around the people who donâ&#x20AC;&#x2122;t. These are the people who will then support us in the long run.

Wishing you all a great New Year, Have a dapper day cloud chasers!

As you go about sharing your New Year cheer just spare a thought for those around you, those who want to spend time with you.

vapingpogonophile.com @vapingpogonophile vapingpogonophile @vapingpogonophile

BIG TOBACCOâ&#x20AC;&#x2122;S INFLUENCE OVER VAPING

he popularity of vaping has increased exponentially over the years, with e-cigarettes being used by former smokers as a viable alternative to a traditional cigarette. This yearâ&#x20AC;&#x2122;s anti-smoking campaign Stoptober promoted e-cigarettes for the first time, which can be seen as a harbinger for more people to get on board the vaping train that shows little sign of slowing.

With the UK e-cigarette market set to grow to $5.67bn by 2021, it comes as no surprise that tobacco brands want to get a piece of the action. A new report from Go Smoke Free highlights the true owners of leading e-cigarette brands, sourcing data from each companyâ&#x20AC;&#x2122;s website and Companies House profile. For many of the big tobacco brands, there is a subsidiary company listed. These subsidiaries are listed as the owners of the e-cigarette retailers, not the tobacco company. In the case of researching 10 Motives, it was discovered that Nicoventures Holdings was listed as the owner. It was only with further digging that the link between British American Tobacco and Nicoventures was revealed. Here are details of key players in the tobacco industry, and their subsidiaries. Five vaping brands were directly owned by a tobacco-free parent company: Totally Wicked, The Electronic Cigarette, Vape Emporium, ECig Wizard and TCcigs. 80% of the vaping brands were independently owned. With Nerudia being bought by Imperial Brands earlier this month, it will be interesting to see whether Big Tobacco increase their hold over this industry in the future.

KIMBERLEY JONES Every issue we feature the journey of a vaper, providing an insightful look into how they are flourishing without smoking. VapeLyfe Magazine chatted to Kimberley Jones, 24, a freelance writer and illustrator about why she took up vaping. If you feel this story strikes a chord with you, please Tweet us @VapeLyfeMag1 with your comments, we’d love to hear from you. You’re an ex-smoker. How many did you smoke per day and for how long? I started smoking properly around four years ago when I was still at uni. Before then I was always more of a “couple cigarettes with drinks/social smoker” but going out a few times a week and the luxury of a student overdraft set me up for developing a pretty strong habit.

What was the key factor to prompt you to start vaping? I was still in denial that I was actually a smoker for the first two years, even if I was going through a few packs a week. When the reality of how much I was smoking, and how much I was spending on smoking, started catching up to me, I was determined to quit. Even half a year later, I was still having a lot of trouble kicking the habit. I actually bumped into an old friend one night who was vaping to quit smoking, and after hearing the success that he’d had with it, I thought it couldn’t hurt to give it a try. Honestly, the main factor was realising I wouldn’t be waking up after a night out and having to wash my hair because of the smoke smell. Did you do any research on vaping? I did. Vaping didn’t exactly have a great rep in the tabloids - all of the popcornlung fear-mongering was pretty much all I knew about it. So, I started digging into a bit of the science behind it

and realised the comparative health benefits versus smoking. The amount of success stories I read on vaping forums didn’t hurt either. What hardware and e-liquid did you start off with? I initially started with a pretty standard e-cig because it felt familiar, although after about a month I got more into vaping and bought myself a vape pen. At the beginning my main priority was to replicate the sensation of smoking as close as possible, so I wouldn’t be tempted to go back. I think I started vaping at around 12 mg, although I quite quickly went down to 6 mg, mostly using a standard tobacco flavour e-liquid or the J Well Caramel Tobacco flavour e-liquid. How did you find the transition from tobacco to e-cigarettes?

What are you vaping now? I’m currently on the Target Mini by Vapresso, just because it’s just so easy to use and carry, and Hollywood Vape Labs, ‘Bitch Slap Wild Strawberry Yoghurt’ e-juice, which has become my daily go-to juice. I’m swapping between 3mg and 0mg, depending on how stressful my day is. Recently I’ve been getting into mech mods and I’m a huge admirer of the Acid Dipped Comp Lyfe Mods and the Twizted Purge Mods, although I don’t think I’m an experienced enough vaper to invest in those yet! Where do you go to buy your vaping supplies? If you buy online, what is your go-to website? Or if instore, which is your local vape shop? I’m quite lucky that I live quite close

I actually found the transition fairly seamless, especially because I started on e-cigs. If anything, I find vaping far more enjoyable. I haven’t had any relapses either. How often do you vape now? It totally depends. I still find that I’ve got the same busy hands so I keep my vape close at all times, but I don’t necessarily get the same nicotine cravings I used to. Sometimes I can go hours without vaping and sometimes I’ll be at it constantly - especially when I’m working. I’m considering going completely nicotine free soon, so now I’m just vaping for the enjoyment of it. 61

to my favourite vape shop, Superior Vapour - it’s in Bedminster in Bristol for any other locals! I’ve never needed to buy anything online as they’ve always had everything covered in-store. Plus, I really enjoy going into the store as the guys there know a lot more about vaping than I do and are always happy to help out or chat. What do you think about the rising popularity of vape lounges and bars? Are there any that you’d recommend? I still feel like I’m on the fringe of that kind of vape culture, so I’ve not been to any vape lounges. Although I’m totally not against them and I think the idea of being able to get together with other vapers in a vape friendly space is a pretty cool idea. E-liquid subscription boxes (where you’re sent a selection of e-liquids each month) are seen by some as a cool vaping gift. How would you feel if you were given a subscription box of e-liquids as a Christmas present? Would you consider gifting an e-liquid subscription box to any friends who vape? I’d be pretty stoked to receive an e-liquid subscription box! I find I tend to get stuck on the same flavours all the time so this would be a great excuse to experiment more, plus I’m not going to say no to free juices. I would consider gifting that out, a lot of my friends are pretty casual vapers like me, so I don’t know whether it would be my first 62

choice of gift, but definitely something that I’m sure they’d appreciate. What is your favourite e-liquid flavour? My flavour of the moment is pretty much anything from the Hollywood Vape Labs Legend series, although Toasted Almond Cocoa Ball and Wild Strawberry Yoghurt are particular favourites too. What do friends and family think of you vaping? When I first started vaping, a few of my smoking buddies took the rip out of me vaping, but on the whole, all of my friends and family have been really supportive. I’m not ingesting a woeful amount of tar into my lungs every month so it’s a positive step, and I think I’ve even managed to convert a couple over to the vape side. Plus, we’re British, are you even really good friends unless they’re mocking you? How would you describe your vaping journey? My vaping journey has been a straightforward, easy drive getting from one point to another. My vaping has up until this point, been purely functional, although now I’m starting to get into the more mechanical side and tinkering with vapes, so we’ll see how deep I get into it. What is the vaping scene like where you live? Vaping is everywhere in Bristol, a ton

of people do it, but as for an actual kind of cultural scene, I’m not too sure. My friends and I who vape are all pretty casual users, so we haven’t really ventured out too far into exploring the wider world of vaping yet. Where do you think the vaping industry will be in 5 years’ time? It still amazes me that vaping is still such a young industry. I hope in 5 years’ time there’ll be some leniency in the TPD laws in relation to vaping, bolstered by a lot more studies demonstrating the positive comparative health benefits of vaping. And I’m sure that the way the tech is going now, there will probably be some sort of fully automated smart mod. But on the whole, just bigger and better than ever! Do you have resolutions?

any

new

a go. The hardest thing about quitting for me was breaking all the old habits, especially in social situations, and vaping allowed me to still feel as if I was still smoking while slowly taking down my nicotine levels. Now I’m not getting the old nicotine pangs, the habits are far easier to break. Has vaping changed your life? Whether you’re a new or seasoned vaper, we’d love to hear about your vaping journey. You could have just bought your irst starter kit, or you may have been vaping for the past ive years – we want to know. Please email info@vapelyfemag.co.uk now with #MyVapingJourney in the subject heading, with a chance to be to be featured in the magazine.

year’s

Go totally nicotine free. Go to Rio Carnival. Use the gym membership you’ve been paying for the last 12 months. What advice would you give to someone who wanted to give up smoking? I’d say the best thing to do is talk to people who have actually quit and listen to them. Because nothing was a better motivator for me than people who came out the other side, and hearing how much positivity it brought them. I’d also advise people to give vaping 63

are bolstering their standing in the industry by announcing services for retail vape stores to take the stress out of myriad inventories and overordering stock. Two new technology services have been designed exclusively for vape retailers who have both bricks and mortar stores, and who provide services online. Replicating the on-demand business model, eJuices.co > Direct is an instore virtual warehouse application where bricks and mortar vape shops have access to over 40,000 SKU’s at the click of a button and who can earn commission for every sale. If a customer enters a store and asks for a product which is not in the vape shops inventory, the store owner can order it through eJuices.co>Direct, and vape products will be shipped to either the vape shop or directly to the customer’s address based on their preference, with the vape shop’s name and store branding on it. President of eJuices.co Paul Davey said: “Now, there is no need for shop owners to worry about overstock or inventory 64

headaches, plus no set-up fees or longterm commitments makes this service a no brainer.” Powered By eJuices.com enables e-commerce companies access to their 40,000 SKU inventory and the ability to use their infrastructure and vast product lines to provide the same benefits as the company’s retail platforms. “Vape websites can now offer thousands of additional SKU’s with Zero Inventory Risk and vape suppliers are able to significantly expand their distribution,” added Mr. Billy Wilson, the Chief Executive Officer. This concept is relatively new in the retail vape market, and eJuices.co have already experienced rapid adoption, having already signed up several hundred vape shops. Not ones to rest on their laurels, the company that boasts 1,700 eJuice brands with an eye-watering 7,000 flavours, has expanded its selection by making vape hardware, coils, closed systems and vape accessories available

on its website. This increased offering means the company is well on its way to becoming the official one-stop-shop for wholesale vape products. Known for selling popular brands such as Dinner Lady, Time Bomb Vapors, Cuttwood Vapors and the entire Beard Vape Co. line, eJuices.co has set a new course for vape wholesale standards. Aside from their closed-systems, which were rolled out earlier this year, the site now offers box mods, coils, subtanks and more. With several new vape hardware suppliers being added soon, eJuices.co is on track to have the largest offering of vape products in the world. Since opening a few short years ago in 2015, eJuices.co is one of the vaping industries success stories that continues to see growth year on year. Headquartered in Las Vegas, NV, it aims to be the marketplace leader in delivering the most efficient solutions for vape related products.

“Though our selection of eJuices, tanks, and vape mods has expanded, we continue to strive even further towards excellence in everything we do,” said Billy Wilson, the company’s Chief Executive Officer. For more information about eJuices.co and the services they offer, go to:

ejuices.co @ejuicesdotcom ejuicesdotco @ejuicesdotcom

NEW YEAR’S RESOLUTIONS: DON’T BE A MOD HOARDER

As we enter 2018, now is the time for you to take stock and simultaneously marvel where exactly 2017 has gone. If you’re of the “out with the old and in with the new” school of thought, then you need to read on, and maybe even get recycling.

You’ve probably got some mods that are in

bins to be strategically placed in each store that

perfect working condition, but which have been

stocks their products. Customers can then leave

consigned to the bottom drawer of your bedside cabinet, in the hope that you’ll use them one day.

their empty devices in these bins, fill out their details, leave in an envelope, then be informed

Except “one day” can be loosely translated into

via email when their product is processed. Once

“never,” meaning all that good vape gear you’ve

processed, the customer is able to accumulate

stockpiled will never see the light of day. Which is

RĒL Dollars, which they can redeem for a host

such a darn shame and a waste of gear, so don’t be a vape hoarder, earn some serious karma points and do something altruistic.

of promotional items including tee-shirts, hats, bags, frisbees, ceramic shot glasses and picnic blankets in RĒL Vape’s online Swag Shop. This

If you have friends who smoke, why not give

online store is updated regularly and works in

them your mods as a first step into vaping? You

tandem with bricks and mortar stores that host

never know, you may give someone a positive

Swag Redemption Days, where vapers can leave

push needed to make the vaping switch – after all, you are making it easier for them to give

with Swag Vouchers.

vaping a go. Sabrena Paterson, RĒL Vape’s director of sales Give those pre-loved mods a new lease of life

and marketing is said to be concerned about

and get a feel-good buzz in the process. If your

the numerous empty devices that are found in

mods look like prehistoric exhibits from the latest Egyptian exhibition at your local museum, and they really don’t work, look into recycling them.

landfill sites. It is great to see RĒL Vape acting on its concerns and taking positive steps to facilitate

Treat Mother Nature with respect and don’t just

an easier dispensation method. By giving people

chuck your whole mods in the bin.

an added incentive to recycle through its reward program, they aim to make vape gear recycling

If some parts of your vape are functioning well, you can sell them on. Mods and tanks for the most part are sturdy and if looked after well,

cool.

have high longevity. Retain drip tips if you like

RĒL Vape is just one company with a conscience.

(they’re tiny and take up next to no space), but

It is not difficult to envisage mod recycling

coils are easily recyclable due to their metallic

becoming more mainstream as vapers become

composition.

increasingly aware of managing environmental

Some vape stores have drop-off points for you

impact whilst supporting the green agenda.

to leave your discarded vape gear, just pop into your local shop and see if they offer this service.

To hoard, or not to hoard, that is the question.

If they don’t, then ask around, for those who do.

You may be too attached to your old mods to

Large companies such as RĒL Vape take recycling very seriously, and have set up a dedicated recycling

program

allowing

vapers

throw them away so callously. Or perhaps you’re riding high on a ruthless streak and want to throw all your old gear out. Whatever you do,

rewarded for thinking about the environment.

be responsible and above all, continue enjoying

It’s a simple premise that involves black recycling

vaping. (There is always next year to declutter.) 69

The vape industry is a varied, beautiful landscape, packed full of interesting institutions, colourful characters and genuine guys. VapeLyfe Magazine is thrilled to chat with Subohm Magazine, a publication that we highly respect. The team is comprised of publishing editor Charlie Kent, publisher Milo Phillips, and feature editor Josh Paine. Here is what they had to say about how the TPD is changing the landscape, the UK vape scene, and the best thing about running a vape magazine. How did you meet, and what was the impetus behind setting up Subohm Magazine? Founders Charlie Kent and Milo Phillips met in 2002 at Kings Langley Primary School, Hertfordshire. Subohm was created in 2016 when Charlie, who was working on a number of trade titles, decided to launch his own publication. Subohm Magazine started as a merger between his career and hobby. As a favour, Milo agreed to take photos for an event held at London ExCeL. After seeing huge potential in the magazine and strong support from suppliers, he decided to bring his experience in advertising and business development to the table and help push Subohm out to a wider audience.

After showing a keen interest and passion for talking about flavours and trends, Josh Paine, who was frequently at the vape shop Charlie was volunteering in, was asked to review some products for the magazine. He did such a fantastic job he was asked to write more articles, manage the content coming in from the other reviewers and maintain the Subohm standard. Before long, Josh had become the feature editor of Subohm Magazine. Subohm Magazine distributes 10,000 copies across the country and boasts a stellar reputation for nurturing client relations. Was this focus on the client intentional, or is it something that has grown to be a part of Subohm Magazineâ&#x20AC;&#x2122;s culture? The focus of Subohm was never selling adverts. We sell adverts because it pays for the magazine, but it was key for us to not let the advertisers control the content, something that the people we work with understand and agree with. We wanted to create something for the real enthusiasts and avoid blowing smoke up peopleâ&#x20AC;&#x2122;s backsides. Each issue of Subohm is released when we have enough money to pay for it and it is really more about supporting the community. We started Subohm because we enjoy working with vape companies, everyone has a story to tell and most of them are lovely people.

We felt we could become part of this community by creating a forum for it.

Bespoke. Informative. Cheeky. Current. Unconventional.

How do you think the TPD has changed the advertising landscape in the UK vaping industry? What can advertisers like ourselves do to stay ahead of the game whilst remaining TPD compliant?

What do you think of the vaping scene in the UK? How do you think it can be improved (i.e. more vape meets, etc.)?

TPD has had an impact across the board; as a B2B publication we haven’t experienced the same decline that has been recorded by some. Like advertising in all areas, it is key to ensure you remain within the boundaries of the law. There has been plenty of anti-TPD sentiment over the past few years. Do you think Brexit was precipitated in part, by the vaper vote? That’s an interesting one, freedom of choice is an issue close to a lot of vapers including us. I think if we argued that the vape vote precipitated Brexit, we’re overlooking the fact that it didn’t really matter who enforced the law, but the fact that it became law at all. Even if the UK was sovereign to the EU I imagine a similar law would have been devised, case in point the FDA laws coming to power in the US. Your magazine content is serious and engaging. How would you describe your magazine in five words? 74

It’s a great scene that has evolved into one in its own right, rather than just an off-shoot of the US and Europe. More meet-ups are always a good idea. I think at the moment, things should just keep on going how they are and we’ll be just fine. Which vape events would you recommend for new or seasoned vapers? Vapefest in Shrewsbury is an awesome community based event. It’s a great way to catch up with old friends and it has more of a personal approach. At the other end of the spectrum, Vape Jam and Vaper Expo are examples of real power of the industry. Just the sheer amount of people and the draw that vaping has nationally and internationally is great to see. We are also seeing a trend for localised events popping up. These smaller gigs support guys who don’t have the budget to get a stand at the larger shows, and we try to attend and promote as many of these as we can. How would you describe running one of the most respected vaping

publications in the UK? It’s a real adventure. I suppose a lot of people imagine media types sitting around or sleeping off their fourth drink of the day. For us it’s a lot different, we’re constantly out and about, hunting down new stories and interviews. When you have editorial planning meetings, do you have an image of ‘Mr / Ms Subohm Magazine’ reader in mind? If so, what do they look like? We have a very good understanding of our target audience, because we are it. We mainly just write things that appeal to us and hope you guys will like it too.

How does it feel when you meet readers of your magazine? It’s a rush, but also as you can imagine, daunting. We do sometimes meet people who aren’t fans of our work and are keen to put us in our place. We’ve always had a “live and let live” approach and we let our work speak for itself rather than try and defend what we produce. The rest of the time readers often become friends; they like recommending new stuff for us to try and write about, or show us photos of their latest builds, which is cool as hell. What is the best thing about your job? 75

It’s the fact that we’re pretty nuts and so are the guys we talk to. People are more than happy to hear about our crazy projects and often have their own suggestions on something reckless and dangerous that they want to do. We then get the task of making it safe and making it happen. There’s nothing more rewarding than seeing a ridiculous pipe dream become a reality. And the worst thing? The early starts, if we’re covering events and store openings. Sometimes we’re up at the crack of dawn and not home till very late. Where do you see Subohm Magazine in 5 years’ time? Our feature editor has this idea of persuading NASA to let us vape on the International Space Station and doing a photo spread. If that doesn’t happen, we’ll hopefully be on issue 70 of the magazine still cranking out the good stuff.

www.sub-ohm.co.uk @subohm_magazine Subohm Magazine @subohm_magazine

open_airflow Cunning by Hustler E-liquid E-liquids from Malaysia are all over the market right now. Hustler e-liquid is another competitor in the premium e-liquid sector originated in this beautiful country. The company´s commitment is to make the safest possible products, to offer a superior customer satisfaction and with reference to their extensive research and development, produce the best quality products. Hustler e-liquid states that they value customer feedback on a high level which result in the adjustments of their product lines based on those feedback. Hustler e-liquid claims to “produce the best e-juices on the market”. Let me put a fresh wick in my RDA and put this assertion to the test.

The Scent Before I put my nose to the open bottle to check on the scent, I want to mention the packaging. Oh yes TPD2 hurt us pretty bad with those 10ml bottles which are pretty… pretty ugly. Hustler e-liquids come in 10ml or 60ml aluminum bottles. I do love the style of those 60ml aluminum bottles. They don’t break and in my opinion

aluminum looks just great in pictures. So let´s start playing tracker dog and take some whiffs. The scent is unobtrusive and fresh. I was able to detect different layers of lime and orange. Even after several sniffs, the e-liquid´s scent didn’t get more intense or diversified. I guess I´ll get to the most important step of every review: Producing those sweet clouds by vaping that e-liquid.

Let´s Vape The 40 / 60 spread of PG and VG promises an intense taste that was approved with the first hit. The inhale is dominated by a citrus orange, fresh flavour which I would describe as absolutely authentic. The inhale put the summer right back into my head, even though the weather points unrelentingly towards winter. The exhale is a fabulous mix of lime, lemon and a hint of orange. The freshness ratio during the exhale is on point and makes the summer pictures in my head become even more colorful and warmer. I love e-liquids that are able to make distinctions between inhale and 77

exhale. Cunning from Hustler e-liquid does that perfectly.

Conclusion I was delighted when I vaped this e-liquid and to be honest I´m still vaping it whilst writing this review. The quality and the ingredients of Hustler Cunning are definitely top of the line and the amazing mix of those fresh citrus fruits will bring the summer right back to you. But is this e-liquid the best on the market? A discussion about e-liquid flavours is the same as the discussion about art. You can´t convince someone to like a Van Gogh painting, you just like it or you don´t. In my opinion Hustler e-liquid produces a highquality e-liquid which is worth every penny spent and even more than that. The quality ingredients, the well balanced flavours and the distinction between inhale and exhale led to the full range of available points being awarded – because they are so richly deserved. Vape safe, vape on.

Star Rating: 10/ 10

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g by E-liquid

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Apple Berry Crumble by IVG Cunning by

In the past months many e-liquids from various companies from all over the globe are placing their products on the market. But what about our domestic UK brands? Is there a UK premium e-liquid that can fly our banner sky high?

Let´s vape Hustler E-liquid

I have chosen a youngster among UK premium e-liquids to be tested for this honorable task. IVG premium e-liquids were first launched in January 2017. The company states that they use premium ingredients produced in the UK only. No imports, no outsourcing. Produced at Acmevapelab in ISO 7 accredited clean rooms, the e-liquid finds its way to the customer through a rigorous process. All of this sounded just perfect and the flavour I have chosen from the line-up suits the season perfectly: “Apple Berry Crumble”.

Aquality tasty mix ofe-liquid sweet with review:berries Producing those sweet clouds products. Hustler states ripe by vaping that e-liquid. they value customer feedback athat delightful crumble flavour hit me out on a high level which result in the Let´s Vape is not of their The productcrumble lines ofadjustments nowhere. aroma based on those feedback. Hustler The 40 / 60 spread of PG and VG predominant but the it best supports the natural e-liquid claims to “produce promises an intense taste that was e-juices on the market”. Let me put approved with the first hit. The inhale berry aroma perfectly. The apple flavour a fresh wick in my RDA and put this is dominated by a citrus orange, assertion to the test. was hiding a little to make forI the freshspace flavour which would describe as absolutely authentic. The inhale great berry crumble mix.putAtthe this I into my The Scent summerpoint right back head, even be though weather points Beforesure I put my nosethe to the open was that exhale would a the copy unrelentingly towards winter. The bottle to check on the scent, I want exhale is a fabulous mix of lime, lemon mention the packaging. Oh it yeswas ofto the inhale……well not.

I E-liquids havefrom tasted good apple Malaysia some are all overpretty aluminum looks just great in pictures. the market right now. Hustler e-liquid let´s start playing tracker dog and crumble e-liquids before,Sobut the nicely is another competitor in the premium take some whiffs. e-liquid sector scent originated led in thisto a good start. balanced The scent is unobtrusive and fresh. I beautiful country. The company´s After dragging a while, dripper was ablemy to detect different layers of commitment is to makequite the safest lime and orange. Even after several possible products, to offer a superior released a great hit which I´ll never forget. sniffs, the e-liquid´s scent didn’t get customer satisfaction and with reference to their extensive research and development, produce the best

more intense or diversified. I guess I´ll get to the most important step of every

TPD2 hurt us pretty bad with those 10ml bottles which are pretty… pretty ugly. Hustler e-liquids come in 10ml or 60ml aluminum bottles. I do love the style of those 60ml aluminum bottles. They don’t break and in my opinion

and a hint of orange. The freshness ratio during the exhale is on point and makes the summer pictures in my head become even more colorful and warmer. I love e-liquids that are able to make distinctions between inhale and

The requirements for this e-liquid are pretty high as I do love apple crumbles. I consider myself to be an apple crumble connoisseur if you will. Let us check if IVG’s Apple Berry Crumble is up to the task. My RDA is freshly wicked and ready to go. Let´s vape some e-liquid.

The crumble flavour expands at the exhale alongside with one of the most authentic apple aromas I have ever tasted. My taste-buds were caressed by this flavour and weren’t able to separate the mixture of apple and crumble as they came in perfect harmony. The berry aroma was definitely there at the exhale but hid behind the dominant apple crumble mix. This sensation did not change after several hits.

The scent

Conclusion

I opened the 60ml e-liquid bottle of IVG Apple Berry Crumble and a sweet berry aroma hit my nose. I was able to detect an incredible doughy scent along with a slight apple fragrance which wasn´t predominant but it made me very curious. The scent was put together so well that I instantaneously pictured a hot apple berry crumble my wife used to bake for me. 82

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This was definitely the best apple berry crumble vape I have ever had. The great mix of berries, apples and crumble are just perfect for the winter season. The sweetness is on point and all flavours are authentic and natural. The obviously highquality ingredients and the amazing taste led to a hard 10 for my star rating. Vape safe, vape on.

Upon opening the bottle and breaking the seal of the Aspire Gusto MiniPod (we had both), you get a hit of zesty lime peel laden with syrup. It is sweetness, with a strong sour punch, and unmistakeably lime in a bottle. The sweet and sour scent of lime with subtle notes of softly fragrant lime peel gives it a deliciously refreshing flashback to childhood memories of homemade lemonade and limeade. Itâ&#x20AC;&#x2122;s reminiscent of the moment you cut into a bag of limes and the sweet, tangy breeze hits you.

Neon Green Slushie NS/20 NIC Salts Review By Roger Orangsch NS20 E-liquid by Element is their next generation e-liquid produced using nicotine salts. NIC salts are derived from the natural nicotine salts found in tobacco plants. Nicotine salts aim to replicate the same nicotine hit that is provided by smoking a cigarette, as the nicotine salts are absorbed into your blood stream much faster. This allows users to consume a higher nicotine concentration without the harsh throat hit. 84

All thatâ&#x20AC;&#x2122;s left to do now is dive in a take a toke. On the inhale, my tastebuds pick up a syrupy lime sweetness comparable to licking a lime twister ice lolly, because of its smooth almost creamy feel. The substantial hit from the inhale, which is what makes this perfect for smokers, has a rather dense yet satisfying feeling with a surprisingly smooth draw. It has the same throat hit as a 11ml while delivering a smooth inhale akin to a cigarette. It leaves a sweet limey taste without being over powering. On the exhale, you get the full blown, all-encompassing lime burst with an icy, cooling finish without that nasty brain freeze. This is where the lime slushie really comes through, just like slurping on a cool and invigorating Slush Puppie.

In summary, this vape gave me a totally satisfying lime blast. It is sweet and almost creamy on the inhale and fresh and zesty on the exhale. The delicious lime flavours and the perfect balance of sweet and sour coupled with the smooth draw from the NIC salt makes this a go-to premium e-liquid. Using the 20mg Nic salt liquid in the Aspire Gusto Mini-Pod, I only needed around 5 to 6 puffs to satisfy my nicotine craving. This reduced my daily consumption substantially. The device itself is great; it’s lightweight,

compact and feels comfortable in your hand. Its ergonomics make it a cinch to load, fire up and vape on. I rate this e-liquid 10/10. I am very particular with my vapes, and flavours have to be perfect for me to award the much coveted 10/10. It’s a clean sweep across the board, l’ve never come across or experienced a nicotine delivery quite like this one. This e-liquid would definitely enable even the most hardened of smokers to transition to vaping.

my interest was piqued – was it really as good as they say? I cracked open a bottle of the e-liquid and breathed in the sweet and soft tobacco scent. It was time to change the pod in the Gusto Mini, and thankfully this was surprisingly easy. I took the pod out of the box, pulled the two silicon tabs off and gave the pod a couple of taps to speed up the liquid flow into the atomiser. It does say to let it sit for two minutes, but because I’m impatient I whacked it in and got going. It worked perfectly (big thumbs up).

555 Tobacco NS/20 NIC Salts Review By Roger Orangsch After the refreshing notes of Lime Slushie vape, I moved onto the 555 Tobacco liquid, again using the Aspire Gusto Mini-Pod. I decided to go with the 555 Tobacco because tobacco is a traditional flavour that I love, and it is also notoriously difficult to get right. I couldn’t wait to try it, especially since this particular tobacco flavour is held in such high regard, having garnered numerous five-star reviews on various review sites. You could say 86

Upon my first inhale, I was struck by how rich and satisfyingly smooth this flavour is. It’s light and delivers the perfect hit and leaves sweet nutty notes. The first hit is akin to that of a cigarette but what’s totally pleasing is you don’t get any of that nasty chemically taste that you would with a cigarette. When exhaling I definitely got a full hit of the flavour. It’s beautifully warm and rich with hazelnut depth but at the same time it’s light with a distinct sweet caramel finish without being sickly. I really wanted to put this liquid through its paces; in days gone by I enjoyed a cigarette with my morning coffee so I have my coffee on the go and the 555 Tobacco liquid is the perfect substitute for that cigarette.

Let me elaborate, this liquid doesn’t leave any type of residue in your mouth meaning this liquid can be enjoyed as a cigarette would be whilst drinking a coffee, cocktail or beer. My thoughts on 555 Tobacco liquid are that this is the perfect tobacco flavour for those hard-core smokers searching for that ever elusive “holy

grail” tobacco flavoured liquid. I also want to give a nod to the device itself, and what a great little device it is. It has great battery life, fits snug in my pocket and hand and delivers a superb hit. Coupled with Elements NIC salts range, this is a winner. I can’t give this liquid anything other than a 10 out of 10, it REALLY does deliver.

vapedex.com vapedex_official vapedex @vapedex

CLIENT TESTIMONIAL The VAPEDEX tasting bar has been awesome for us. We used it at the Vaper Expo UK and it helped us to sell more liquids as it allowed people to be able to try all of our flavours without even having to talk to us. They just came over to our stand and pressed the button. Element E-Liquid have 50 or so flavours and a lot of the time, people come up to us a little bit intimidated because they see so many flavours to choose from. It’s hard for us to be grabbing loads of mods and putting them in people’s mouths – for that reason the VAPEDEX machine has been amazing. When we are really busy at expos, if somebody comes up to us and we’re all serving, they can’t speak to someone straight away. That could mean we could lose the sale. With VAPEDEX they can just go in and do their own research on the flavours until someone becomes free – at a trade show that is amazing.

Vaping is not only taste, it’s also smell based. Something I’ve noticed, and one of the first things people do, is press a button to get the aroma, and then go in for a hit. With a regular mod/hygiene cap, you don’t see people smelling the vapour and I think that smell and taste go together to help showcase our liquids. Apart from the benefits at a trade show, for a vape store I think it’s amazing because of the amount of liquids that a shop is going to hold. They can premiere new liquids, use it for the newest flavours, or have their whole range available at the push of a button. Compared with all of the tasting bars and vape stations out there, for me, VAPEDEX has to be the best one. The main reason again is the sanitary part. One problem with the others is that all they are really, is a mod on a wire. I could just put a mod on the wire that people can’t steal and that would be the same thing. People don’t want to put their mouth on something even with a hygiene cap, and so with VAPEDEX is much more sanitary. The VAPEDEX may look similar to what’s already on the market but we’ve used many systems so we know that it’s not. It’s an all-in-one system, it doesn’t have a lot of that hard stuff like the compressors and you don’t have to build your own coils. Now with this really upgraded unit – it doesn’t need a compressor – the flavour is better and anybody can set it up. It’s so much easier to use. David Botton CEO Element E-Liquid

HOODIES AND VAPE MAKE VAPRWEAR A WINNER One of the latest developments in the vaping industry is the cross-over into the ready-to-wear garments and accessories market. Youâ&#x20AC;&#x2122;d be forgiven for thinking that a Vaprwear hoodie is just a cosy item to snuggle into when youâ&#x20AC;&#x2122;re enjoying your lazy Sunday.

These clever products have a dual function, doubling up as a vape delivery system by housing a powerful battery, cartridge and mouthpiece. Founded by Steve Suttman who saw its potential in Denver, the intrepid entrepreneur acquired Vaprwear and built his team, including CEO Tom Gruger. VapeLyfe Magazine is thrilled to catch up with Tom, to find out more about the range of innovative Vaprwear products ranging from hoodies and backpacks that are set to take the vaping world by storm.

What was the thought process behind Vaprwear and how did Vaprwear come to be? Vaprwear was the brainchild of a Denver entrepreneur who created the original model and filed for the patent in 2015. The idea was simple: create a system that delivered discreet and convenient access to a vape device. They built a prototype, began making the product by hand and marketed it in the Denver area in 2015. Steve Suttman was introduced to this owner in Denver in 2016. Being a successful entrepreneur himself, he was intrigued by the concept, began doing some research and reached out to me to help. At the time, I was VP of Marketing and Digital at Wilson Sporting Goods in Chicago. The more we researched the idea and the market, the more interested we became. We saw this as the “Camelbak for vapour”. The original purpose was cannabis delivery, but we saw so much more of an opportunity with the exploding concentrates market. We saw the potential for delivering medicines that can be nebulised and delivered via vapour. And of course, we understood the functional aspects of this device as a great tool in smoking cessation or smoking replacement. This felt big. Steve purchased the patent, brands and properties from the original developer of the product in late 2016 and I joined in January of 2017 as CEO. Since then, we’ve worked with a top industrial designer in Denver to improve our Drawstring™ delivery system. We’ve updated our branding and initiated a new product pipeline to improve the quality of products that we are bringing to market. What came first – the need to create a fashion-forward clothing brand, or desire 92

to invent an innovative way to vape ‘on the go’? The original concept was all about “vape on the go”. By integrating the technology into a garment – a hoodie specifically – it got the device out of the pocket or the purse where it could be lost or broken. It also makes the product completely discreet and at the same time, delivered an “aha” moment when people figured out where the vaping was coming from. As far as fashion, we are all about creating products that become “the favourite” on their own merit – the favourite hoodie, the favourite backpack – based on fit and function. Our vapour delivery system only makes the garment that much cooler and fun to wear! Long-term, we’re interested in partnering with leading apparel and gear brands to license our Drawstring™ technology for their product lines. That way, we reach a much larger audience more quickly, and take advantage of their focused product development. Until then, we’re developing unique solutions that ultimately will be our “proof of concept” and “proof of demand.” So far so good! How long did it take from sketches or mockups of original concept, to physical products that were ready-to-wear garments? Honestly, the original product development was quick and used parts bought from local hardware stores. This also was part of the problem of the original versions; the manufacturing was costly and the performance was only adequate. That’s why our priority after purchasing the original patent was investing in a better mousetrap. We worked with the industrial designers that delivered Boa Lace Systems and they helped us refine how the delivery system actually worked. The result was better

vaping, and a patent extension that we are in the process of finalising. But our improvements aren’t complete. There’s very little standardisation in this young market so there are countless cartridge sizes and shapes that we’re trying to accommodate. The 2.0 version will be a major breakthrough, allowing consumers to use virtually any sized cartridge in our system. Vaprwear gear is apparel with a surprise twist; how do you think the vape community will react to the range?

So far…the response has been fantastic! As with any new concept, the hardest part is reaching enough people to reach “critical mass” where our messaging no longer needs to centre around the “what”, but the “how and who”. I’ll give you two examples. First, we attended a budtender appreciation night a few weeks ago and walked around wearing and using our hoodies and backpacks. The response was unbelievable. After the “no way…that’s amazing” response, these important folks immediately asked how to get one. We’re very 93

focused on this group as brand ambassadors, explaining what it is and how it works in dispensaries and vape stores. Second, we attended a snowboarding festival and had our team on-site wearing and using our products. This crew immediately saw the advantages of our system. No taking gloves off to find devices in stuffed pockets. No frozen fingers. Just easy access and easy sharing. It was a home-run. The medical-grade hose system and patented Drawstring™ technology shows that the company has safety of vapers at the forefront of its mind. How else do you think vapers can stay safe, using branded and non-branded Vaprwear products? We’re very serious about the quality and functionality of our products. That’s why we’ve invested in high-quality components from endto-end, and will continue to do so on everything we do. We’re not cheap, but we’re well-built and will stand behind our quality products. The patented Drawstring™ is innovative and a great way to stay safe on the roads. With mobile phone usage being banned on UK roads, do you think there’s a correlation between the Drawstring™ technology, and the need to remove distractions for vapers who drive? You’re seeing one of our key platforms for sure. Our products are always within reach and can even be hands-free… meaning distraction-free. It only takes that split second to look down to find your vape pen when disaster can strike. This is true for professional drivers – and all drivers really – who can’t or don’t want to smoke in their vehicles. This is very true for motorcyclists who can skip smoke stops, as well as cyclists, runners and hikers who are

using CBD to enhance their training. Who is Vaprwear’s typical customer? We see three main audiences for our products. First is the cannabis enthusiast where this is a lifestyle decision. Our products allow them to enjoy their daily activities, recreational activities, concerts and more with easy, discreet access to their favourite concentrate. Second is the CBD and medical marijuana user. These are people that are using products to manage pain, ease symptoms of PTSD, enhance workouts. Our system gives them extremely convenient access to their products in a highly discreet manner. And third is the nicotine user where our product focuses on the functional aspects. It’s always within reach, it’s distraction free and it’s very discreet so it can be worn and used on a work-site, especially for those working outside. From the Euro Pullover to the Colorado Kiss Hoodie, it seems you have a Vaprwear range with diverse appeal. Do you have a design team, and where do they seek fashion inspiration from? We spend a lot of time understanding our target audiences so we know what they are wearing and using. With that intelligence, we are working with a Boulder-based apparel design company to help us develop new products and styles. In fact, we have seven new items ranging from classic hoodies to performance base-layers that will appeal to our people. We can’t wait to roll that out before the end of the year. The Vaprwear Bucket Bag’s wonderfully lightweight composition renders it covetable for a number of uses, including beach bag, and everyday shoulder bag. Do you have any plans to crossover into the realm of high fashion? 95

No! What we want to be is a fast follower of popular items. We don’t fancy ourselves trendsetters in our apparel and gear… only in our technology which truly is leading and cutting edge!

that it’s non-impairing, is legal in virtually every state and has many positive qualities, they stop and want to take a closer look. So, the learning curve is a big one, but one that I think will finally be scaled.

Endurance athletes can vape CBD liquid for reasons including performance enhancement, inflammation reduction, deeper relaxation and stress relief. Does Vaprwear want a slice of the booming sportswear market?

For more information about Vaprwear, please go to website www.vaprwear.com or follow them on social media (Facebook, Twitter and Instagram) using handle @ vaprwear

Absolutely. As we’ve said, the use of CBD is expanding rapidly and our technology delivers CBD effortlessly. For the athlete who’s looking to maintain level dosing during training, our product allows intake without stopping or fishing around in a pocket. For someone struggling with a debilitating disease, we provide simple access to their medicine. This can be lifechanging and liberating by reducing reliance on others for this access. Do you think CBD friendly laws – only six states completely outlaw CBD in the US – are an indicator to the popularity of CBD, and will they have a positive impact on sales of Vaprwear? CBD is very interesting and largely misunderstood, even in the US. In Colorado where Vaprwear is based, much of the stigma around cannabis has subsided as it has become more and more mainstream. Obviously there remains opposition, but there’s also a very strong understanding of cannabis, and a growing understanding of how CBD can provide relief for so many things. On the other hand, I’m from Chicago and when I talk about CBD there, there’s a bit of a “wink” because they think it’s just a clever way to skirt the marijuana legality issue. When I explain

vaprwear.com @vaprwear vaprwear @vaprwear

t was Friday morning 8am and Team VapeLyfe jumped in the car, coffees in hand and hit the road heading for the M6 on our way to the Vaper Expo Birmingham. Full of anticipation and two hours of talking vape (our favourite thing in the entire universe), we finally arrived at the NEC. Finding a car-park wasn’t an issue but the price certainly raised our eyebrows. After that shocker we entered the main hall and were particularly amused by the unfortunate placement of the signs saying “no vaping” directly under the big VAPE EXPO sign. Once through the main doors we walked down the black tunnel to enter “Vaping Heaven” where we were greeted by Fahad “The Biggie” from Acme Vape Labs who kindly gave us a bunch of goodie bags and a photo opp with his stylish haircut. Now that’s dedication to his brand! We jumped on the red carpet and made our way down, being drawn to every stall along the way. Unlike last year when we went on the Saturday, we were pleasantly surprised that it wasn’t as busy, which made it easier for us to get around to talk to people. One of our first stops along the way was The Council of Vapor where we got to have a good old chat with Joleen who filled us in on all their new and exciting products. From there we zig-zagged our way down the red carpet tasting every juice we could get our hands on. It wasn’t long before we rocked up to Dinner Lady – how could you miss that grand stand of theirs? Lucky for us we got a sneak peek at their three new flavours that they were launching the next day. Moving on we continued down the main drag and at some point along the way we seemed to have stumbled into an army barracks, only to realise it was Front 99

100

Line Liquids vaping fort. This stall definitely had the wow factor. We got to try some of their liquids and their Lemon Bomb totally blew our minds, in the best way of course.

the likes of Vapour Junkie, Crew

We headed over to the ZAP! stand where we had the chance to meet Lewis and had a chat with him about all the new and exciting things they had coming up. From there we vaped our way to SMKD, bumped into the guys at Riot Squad, through Vape State and swung by Element to check out their new NIC salt e-liquids. We loved chatting with the Element team, whose enthusiasm for their range and what they do, really shone through. It is passion for e-cigarettes as a genius creation and belief in helping others that makes us proud of being a part of this great vaping industry.

which was basically a little shop on

Before we knew it, it was already 3 o’clock. To say we were starving is an understatement (we were well on our way to eating our own hands) so we made a beeline towards the canteen for some lunch and a group chat. To be perfectly honest the selection of food they had wasn’t the best and the prices they were charging for a pork roll for example was extortionate. For such a large venue you would’ve thought there would’ve been a broader selection at a more reasonable price, maybe something they can work on for next year?

We nipped into the group of stalls

After lunch we had fun getting lost in the myriad of smaller stalls around the back weaving our way around

already looking forward to the next

Ice, Turtle Vapes, Creamy Clouds and ending up at the gorgeous Logic Bus. We were impressed at the thought behind their bus, wheels. We loved their attention to detail when it comes to the reno work they’ve had done! From there we went along to the Shoreditch stand to treat ourselves to a couple of cocktails. This was another eyecatching stand, that included a DJ and a bar offering cocktails that complimented their e-liquids. We all agreed we loved how interactive this stand was. From there we worked our way around the main stage and headed back up towards the entrance to hit up some of the stalls we missed on the way down.

around the top corner, touching base with our fellow Mancunians at Tablites. It was great to catch up with their team. There were some other great stalls in this section including Mad Rabbit, The Coffee House, PAX, Kemistry and Phat Juice. We had achieved our goals of getting around to as many stalls as possible and meeting and greeting a ton of people. All and all it was a fun, vape-filled tiring day… we’re one. See you then. 101

NEWS CAN SMOKE-FREE GENERATION ANTICIPATE VAPING INDOORS? The UK government seeks to get more people to make the vaping switch by putting forth plans allowing workers to vape in the office. The Tobacco Control Plan aims to reduce harm caused by smoking, which is the leading cause of preventable illness and premature death in England. The Tobacco Control Plan aims to help people to quit smoking by permitting innovative technologies that minimise the risk of harm, and maximise the availability of safer alternatives to smoking. As e-cigarettes fall into this category, it is safe to say that vaping will be more actively promoted as a valid quit smoking tool across the country. The government’s ambitious vision to create a smoke-free generation, will be achieved when smoking prevalence is at 5% or below. The Tobacco Control Plan has four key themes, which includes reducing smoking prevalence amongst adults in England from 15.5% to below 12%, and eliminating the inequality gap in smoking prevalence between those in routine and manual occupations and the general population. In order to achieve these targets, it is recognised that all public services need to work together, leading the way in helping people to stop smoking. After 2022, the aim is to continue to reduce smoking prevalence further, with a view to eventually achieving a smoke-free generation. There are still 7.3 million adult smokers and more than 200 people a day die from smoking related illness which could have been prevented. Alarming statistics like these are what the 102

Tobacco Control Plan aims to address and alleviate, prompting pro-vaping plans to be laid out in workable steps that includes supporting smokers to make the vaping switch. At the crux of the Tobacco Control Plan is the aim to work towards a smoke-free generation, and to lighten the burden on the economy, which is estimated to cost in excess of £11 billion per year. The highest cost of £5.3 billion fell on the shoulders of employers, as smokers are on average, absent from work 2.7 days more per year compared to ex- and nonsmokers. In 2014 this is estimated to have led to a loss of economic output of around £1.7 billion. Smoking breaks also result in lost output for employers estimated at around £3.6 billion a year. Taking all this into consideration, it is reasonable for the government’s pro-vaping aspiration to allow the use of e-cigarettes indoors. The economic case for employers to promote smoking cessation across their workforce is strong. It envisions creating environments that encourage smokers to quit, whilst providing effective support to workers that will help them stay off tobacco cigarettes. Laws prohibiting smoking inside offices and enclosed public spaces do not cover vaping. It is at the discretion of individual organisations to permit vaping indoors, although Public Health England will work with employers to pilot the indoor vaping initiative and develop advice for how employers across different industries can best support their workforce to stop smoking.

NEWS VAPING DEBUT FOR ANTISMOKING CAMPAIGNS For the first time in its 10-year history, e-cigarettes have been featured in this year’s Stoptober campaign. The Department of Health backed initiative first came to prominence in 2012, when the government took steps to reform smokers through a “mass quit attempt”. Understanding the difficulty of giving up a potentially long-term addiction, Stoptober worked on the premise of a 28-day abstinence, instead of a cold turkey approach. Phasing out tobacco in a slow and steady manner over the period of one month meant people were five times more likely to stop smoking permanently. On Stoptober’s website under the ‘All the support you need’ banner, the first information column was dedicated to vaping. Here, e-cigarettes were described as ‘a great way to combat nicotine cravings and carry a fraction of the risk of traditional tobacco cigarettes’. More information about e-cigarettes, including the mechanisation, usage and safety was found on the website, plus a video case study of an e-cigarette user. A website from Stoptober’s landing page was linked to Smoke Free NHS, who noted that e-cigarettes were the most popular quit smoking tool in England, and that an estimated 2.9 million adults in Great Britain currently used them. This year’s Stoptober’s television advert featured a man saying: “You can use gum, patches and now e-cigarettes [to give up smoking].” This advert is a culmination of data gleaned from the 2016 Stoptober campaign, where it was discovered 53% of participants used e-cigarettes to stop smoking.

Stoptober was initially backed by Cancer Research UK and the British Heart Foundation. Now, it is bolstered by adverts across broadcast media, roadshows and marketing efforts both online and offline across the UK. One such endeavour is the Switchtober campaign, a concept created by Vaporized to run in conjunction with Stoptober. Occurring in the month of October, the ‘30-day Switchtober Challenge’ was based on the same premise as Stoptober where smokers were encouraged to quit smoking. Vaporized went one step further by inviting smokers into one of their stores to pledge allegiance to achieving 15 goals. People taking up the challenge were supported through a weekly email charting personal progress, plus messages of support via social media channels. In addition, those victorious in completing the challenge received a £10 voucher to use at their local store. By aligning itself with the popular Stoptober campaign, which has driven nearly 1 million quit attempts, Switchtober built on resources for smokers wanting to quit smoking. Vaping has its opponents, from those invested in Big Tobacco and anti-vaping bodies whose understanding of e-cigarettes may be limited. By giving e-cigarettes a mainstream platform in the form of national campaigns, this move was a superlative effort to educate and rightly legitimise vaping.

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NEWS NHS SCOTLAND ADVOCATES PRO-VAPING NHS Scotland has declared e-cigarettes as “definitely less harmful than smoking tobacco”. Recent years have witnessed a sea change in opinion towards vaping. NHS Scotland is the latest in a line of established bodies including Public Health England and the Royal College of Physicians that now promote e-cigarettes as the safer alternative to smoking. The statement is a proactive measure on behalf of the Scottish government to clarify its stance on vaping, reinforcing the growing pro-vaping movement that is seen as one of the most effective ways to quit smoking. NHS Health Scotland led the consensus announcement with over 20 partners in the NHS, Scottish Government, third sector and academic field. It is a ground-breaking statement, as it is the first time key stakeholders in tobacco and health in Scotland have agreed on the fact that e-cigarette use is safer and therefore preferred over combustible tobacco cigarettes. Dr Andrew Fraser, Director of Public Health Science at NHS Health Scotland said: “Recent research has shown an emerging perception among the general public that e-cigarettes are just as harmful to health as tobacco is. This is not the case – we know from current evidence that vaping carries less risk than smoking tobacco. It would be a good thing if smokers used e-cigarettes instead of smoking tobacco.” He added: “To be absolutely clear, e-cigarettes are useful for public health and health service purposes only as a potential route towards stopping smoking completely. Access to e-cigarettes needs to be controlled carefully; they are not products for children or nonsmokers.”

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With nearly 8 million smokers in the UK, health bodies and government officials are keen to explore avenues of tobacco harm reduction for the collective wellbeing of the nation. Linda Bauld, Professor of Health Policy (University of Stirling) and CRUK BUPA Chair in Behavioural Research for Cancer Prevention applauded the consensus statement. She thought it was a positive step clarifying the fact that e-cigarettes are less harmful than tobacco. She also stressed the need to get the point across to people that, based on current knowledge, dual use (using e-cigarettes without stopping smoking) is still bad for your health. She added that dual users should be strongly encouraged to stop smoking tobacco at the earliest opportunity. In the wake of conflicting reports by mainstream media concerning the benefits of vaping over smoking, Sheila Duffy, Chief Executive of ASH Scotland agreed with the need to eliminate ambiguity. She said: “This statement brings some clarity to an issue which has caused confusion. There is now agreement that using e-cigarettes carries less risk than smoking tobacco. Although we still don’t know the long-term health effects of vaping, we can be confident that any smoker switching entirely to e-cigarettes will be taking in far fewer cancercausing chemicals. Tobacco is lethal, and I’d encourage anyone who smokes to find a way of quitting that works for them, which could include using e-cigarettes, and to make use of the free NHS stop-smoking support available to help.”

NEWS VAPING INDOORS BANNED IN NEW YORK Vapers in New York will now have to go outside to use their e-cigarettes, to comply with new laws that came into effect earlier this week. Vapers will be treated the same as smokers, who they will have to join outside upon facing the indoor ban. Governor Andrew M. Cuomo signed the bill preventing vaping anywhere traditional tobacco cigarettes are prohibited, ensuring vapers will be banned from most restaurants, bars and workplaces. This flies in the face of the Trump administration’s efforts of leniency and a more accommodating approach towards vaping. Scott Gottlieb, the newly appointed Food and Drug Administration (FDA) commissioner championed a pro-vaping rhetoric through the way the FDA regulates e-cigarettes, tobacco and nicotine. Gottlieb’s considerate approach saw the extension of the application deadline for vapour companies from 2018 to 2022, allowing existing products to remain on shelves for an additional four years. Speaking at the time of his appointment, Gottlieb said: “As a physician who cared for hospitalised cancer patients, and as a cancer survivor myself, I saw first-hand the impact of tobacco. And I know all too well that it is cigarettes that are the primary cause of tobacco-related disease and death. What is now clear is that the FDA is at a unique moment in history, with profound new tools to address this devastating impact.” Gottlieb acknowledged that tobacco cigarettes are the reason why nearly 500,000 US smokers

are dying prematurely each year. He added: “The overwhelming amount of the death and disease attributable to tobacco is caused by addiction to cigarettes. Addiction causes longterm sustained use. But it is exposure to the harmful chemicals [from combustion] that causes disease.” E-cigarettes were added to the state’s Clean Indoor Air Act earlier this year by the State Assembly, a move that was Senate approved. Smoking tobacco was banned in 2003, which was when the original Clean Indoor Act was entrenched into law. Vapers in New York continue to bear the brunt of anti-vaping sentiment and the Center for Disease Control and Prevention (CDC), which says that vaping causes valid concern due to the potential of nicotine addiction. Reinforcing the CDC’s belief, Cuomo added when signing the bill into law: “These [vape] products are marketed as a healthier alternative to cigarettes, but the reality is they also carry long-term risks to the health of users and those around them. This measure closes another dangerous loophole in the law creating a stronger, healthier New York for all.” News of FDA plans to reduce nicotine in cigarettes to lessen their addictive properties, whilst simultaneously supporting the safer alternative of e-cigarettes, prompted shares in Big Tobacco to tumble. With a sympathetic stance on e-cigarettes, the future for vaping is hopeful, in spite of the recent vaping ban in New York and beyond.

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Dear ____________________________ I am an ex-smoker. I use electronic cigarettes, and to date, they have been the most effective method for smoking cessation I have found. I purchase my supplies from __________________ a small shop in _______________ and I understand that a new form of legislation (TPD) will be affecting this small business drastically. I would like you to reply to the following questions please. Have you read the Tobacco Products Directive in full? Do you know how it will affect electronic cigarettes? Why are electronic cigarettes included in the TPD when there is NO tobacco in them whatsoever? Why are e-liquid strengths being limited to no more than 2mg of nicotine per 100ml e-liquid? Why are electronic cigarettes being restricted when the 2015 Public Health England study concluded that e-cigarettes are 95% less harmful than smoking? Vaping comes at no cost to the NHS, unlike current nicotine replacement therapy (NRT). Are you aware that there are at least 4 electronic cigarette shops in your constituency? Why have you not visited any of these shops to find out how the TPD will affect their livelihood? Why should the UK adhere to the draconian TPD legislation from Europe, when we are in the process of leaving the EU? I am not in favour of this directive and as such, feel I must make you aware. I am not alone and expect you as my representative in government to address this issue and reply forthwith. I feel that this is ruining an industry that promotes a safer alternative to smoking and that the research that has been done regarding electronic cigarettes and their relation to this directive is unscientific, unfounded and inaccurate. I believe the government has the tobacco industryâ&#x20AC;&#x2122;s interests at heart rather than the people it represents. This is wrong, and as my representative, I would like answers from yourself regarding the queries above. I await your reply. Sincerely _______________________________ _______________________________

REVIEWS

We have a review price list; if youâ&#x20AC;&#x2122;d like your products reviewed, please email info@vapelyfemag.co.uk using hashtag #REVIEWREQUEST in the subject heading. Each product is allocated to a member of our review team, who will dedicate time getting to know your product (2 days for an e-liquid, 7 days for a mod or atty). For this reason, we cannot do last minute reviews, as we donâ&#x20AC;&#x2122;t think you can get a clear picture after just a few puffs. Please note we only give honest reviews.