Rolling Papers That Both Slap and Support Artists: ZZZ’s Collective

A few days after visiting a local animal fair, where I saw a sloth chilling on a branch, I received a package from ZZZ’s Collective. I cracked it open to find a rolling paper booklet graced by a laid-back, wonderfully illustrated sloth—and I laughed out loud. It was whimsical, clever, and oddly timed—like the universe was showing me something I needed to see. But beyond the animal art, I quickly realized there was something more meaningful happening here.

What is ZZZ’s Collective?

Founded in 2020 by Eric Sellew, ZZZ’s Collective is on a mission to merge cannabis culture with artistic innovation. The brand reimagines rolling papers, pre-roll cones, and trays not just as functional items, but as limited-edition, portable works of art. Their collaborations span over 25 independent artists working in digital, acrylic, oil, watercolor, and mixed media—each bringing a visual narrative to an otherwise overlooked part of the smoking ritual.

“It started as a high idea,” Sellew said. “In the middle of COVID, I was using name brand papers and saw an opportunity to do something unique with the packaging. Rolling papers are such an integral part of rolling a joint, but nobody thinks about papers beyond its functional use. There is a clear synergy between art and cannabis, so we thought rolling papers were the best product to bridge the two together.”

And this isn’t just feel-good branding. Artists receive a share of every sale, with ZZZ’s having given over $65,000 back to creatives since its inception. The artwork also isn't just a marketing gimmick—it’s the brand’s DNA. Each product includes the artist’s name and Instagram handle, helping boost visibility and, in some cases, directly leading to new commissions. The Homie Pack by Tim Molloy and custom shop collaborations with Spooky Girl Art are just a few of the success stories born from this model.

“We've found most of our artists through Instagram and word of mouth as we've continued to grow,” Sellew said. “We have an art committee of ~20 members that reviews & gives feedback on potential new designs. Our goal is to work with a diverse set of artists representing all different mediums. The artwork on our products & supporting emerging artists is our brand identity. It's why we exist!”

Taylor’s review

Of course, good design only gets you so far; the product still has to hold up. ZZZ’s papers are made from premium, unbleached organic hemp sourced in France. They’re smooth, sturdy, and easy to work with—no tearing, no weird chemical taste, and crucially: no canoeing. It’s a clean, natural smoking experience that doesn’t compromise on quality or environmental responsibility.

“We noticed the hemp paper segment was the fastest-growing paper type, and it is the most sustainable option,” Sellew said. “We sampled many different options and ultimately landed on Unbleached Organic Hemp from France due to the superior quality. We wanted our customers to be drawn to our product because of the beautiful art, but we knew we had to match the beauty of the booklets with the highest quality paper we could find.”

Currently, ZZZ’s can be found in over 500 dispensaries and stores across the U.S., from California and New York to Michigan and Arizona, in addition to their direct-to-consumer site. That kind of reach—especially for a team of just three—is very impressive. 

“We're extremely proud of the growth we've been able to drive organically through social media campaigns and sales by our three-person team, but our main challenge has been finding a national distribution partner,” Sellew said.

“Most dispensaries make around one percent of their revenue on non-cannabis items like rolling papers, so they prefer to work with only one vendor for all of those types of items instead of establishing multiple vendor relationships. That's why our next step this year is to start working with those larger distributors, as we continue to grow our customer base and tell our brand's story they are starting to take notice.”

What struck me most about ZZZ’s is their clarity of purpose. This is a brand that knows exactly why it exists: to celebrate creativity, support artists, and elevate cannabis rituals beyond the ordinary. They saw potential in a product most people don’t really think about—and they turned it into a tiny, joyful, unexpected moment of connection.

In an ever-saturated space, ZZZ’s stands out not just for what they make, but for why they make it. And if you ask me, that’s worth lighting up for.