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The Wiki Man

Spontaneous recombustion: how vapers have re-invented pipe-smoking in electronic form

EU plans to ban all devices except ‘cig-alikes’ will destroy an innovative new industry

24 October 2015

9:00 AM

24 October 2015

9:00 AM

A fascinating newcomer on the British high street is the vape shop. These were perfectly described by my friend Paul Craven as ‘like a cross between an Apple Store and an Elizabethan apoth-ecary’.

In the splendid All About da Vape in Deal, there is a glass cabinet full of new, hi-tech ‘mods’, ‘tanks’ and ‘coils’, while on rows of shelves behind the counter is a Cambrian explosion of coloured bottles containing e-liquid in many strengths and flavours, hipsterishly labelled Suicide Bunny, Jimmy the Juice Man or Miss Pennyworth’s Elixirs; I recently bought a bottle of something called Unicorn Puke.

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Rory Sutherland is vice-chairman of Ogilvy Group UK.

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