Why do the current European and American fashion circles like to hold cigarettes in their mouths?
In the past two years, if you have browsed TikTok or followed European and American trendsetters on Ins, you may have noticed a detail: many people are holding a white bag in their mouth or a transparent small jar in their hand, talking and taking photos in front of the camera with a cool expression, with the caption "bumping" or "zinned out".
In the past two years, if you have browsed TikTok or followed European and American trendsetters on Ins, you may have noticed a detail: many people are holding a white bag in their mouth or a transparent small jar in their hand, talking and taking photos in front of the camera with a cool expression, with the caption "bumping" or "zinned out".
This is not a new type of lipstick, nor is it some kind of strange dental floss box.
It is called Nicotine Pouch, which is commonly referred to as' smoking in the mouth '.
From Nordic Old Man to LA Cool Guy: The Evolution of Smoking in the Mouth
In fact, oral tobacco is not new. Its prototype, Snus, has been popular in Sweden and Norway for decades, using moist tobacco that needs to be stuck between the gums and lips to release nicotine. The version that has become popular in the European and American fashion circles now is an improved smoke-free and tobacco free version, and many brands have even achieved "smokeless nicotine", which is more like a "sugar substitute" sensation.
This small jar held in the mouth is jokingly referred to as the "mental fidget spinner" by young people, which can both refresh and appear very "street punk". On SOHO in New York, Shoreditch in London, or Melrose in LA, holding a cigarette in the mouth is already a part of the look, just like thick soled shoes, Y2K sunglasses, and vintage racing jackets.
Why did the fashion industry suddenly fall in love with it?
- The 'head up method' of freeing hands
The previous "top-down culture" relied on smoking and electronic cigarettes, but that required lighting a fire, exhaling smoke, and finding a place. In the heavily smoking controlled cities of Europe and America, this has gradually become a 'troublesome behavior'. And holding a cigarette in the mouth without lighting, smoking, or exhaling is as convenient as holding a piece of chewing gum.
- Better looking "rebellious symbols"
Trendy culture is essentially a form of rebellion. Skateboarding, graffiti, functional clothing, tattoos... were all once marginalized cultures. But the trend of electronic cigarettes has subsided, and new trendsetters need a new 'bad habit look'. Smoking in the mouth perfectly meets this need:
☺ Not annoying (no smoke)
☺ Strong social attributes ("How many milligrams did you use?" "How many pills did you take today?")
☺ The packaging design is very trendy (ZYN, VELO, Rogue all have joint designs)
☺ The photo looks great (including a curled corner of the mouth, with a hint of Y2K Cyberpunk vibe)
- Celebrity sales: Who is driving this trend?
- Josh Brolin (who played Thanos in "The Avengers") confessed in a podcast that he uses ZYN cigarettes all day long and even "doesn't take them out even when he sleeps", directly turning "addiction" into a tough guy style label.
- Robert F. Kennedy Jr.， One of the presidential candidates in the United States secretly stuffed a cigarette into his mouth during a Senate hearing, which was captured on camera and immediately went viral. Everyone said, "So the president also buzzes
- Jamie Vardy， English football stars have also been caught using a cigarette while playing, and have even publicly stated that it makes them "more relaxed and focused".
Diplo, Lil Yachty, Post Malone and other musicians often use it privately, which, combined with their American retro style, is simply a "portable accessory".
These people combined are basically the driving force behind TikTok, trendy media, and mainstream culture, directly transforming the concept of 'something invented by Swedish workers' into a' social artifact of Generation Z '.
Is it a 'healthy alternative' or a 'new addiction'?
Ultimately, it is still a nicotine containing product.
Its core is still addiction
Some users have stated that they started as chewing gum, but accidentally changed from "2 pills per day" to "12 pills per day". Some people, like Josh Brolin, even sleep with it.
However, many people who used to smoke have also reported successfully quitting smoking or using it as a "mental vitamin" during work.
In summary:
Smoking in the mouth is a popular "oral nicotine patch" among young trendsetters, and it is also a social trend storm of "healthy alternatives".
You can consider it as a "trendy functional drink" or a "new form of smoking addiction".