From Legacy to Legitimacy: Torches Lights Up NYC's Cannabis Scene

In an inspiring tale of perseverance and community, Torches, a social equity dispensary, has made a significant mark on New York City's cannabis landscape. Situated in the historic Nat Sherman Townhouse on 42nd Street, this dispensary is not just another cannabis store but a symbol of cultural reclamation. The team behind Torches, composed of José, Jonathan Santana, Pedro Antonio, and William Evans, represents a blend of backgrounds and experiences, embodying the spirit of New York's diverse immigrant communities

The journey of the Torches team is deeply rooted in the history and culture of New York City. José, a key figure in the team, moved to the U.S. from Jamaica, Queens, at the age of nine. His early experiences in Queens during the 90s, where cannabis was a prevalent part of life, laid the foundation for his future in the cannabis industry. Alongside his partners, he leveraged his entrepreneurial skills, honed through years of running businesses, to secure a coveted social equity license in New York's competitive cannabis market

Securing the Nat Sherman Townhouse was no small feat. The former cigar haven, once frequented by New York's elite, became a strategic location for Torches. However, the journey was fraught with challenges, including zoning issues and competition from cannabis giant MedMen. The team faced a seven-month delay due to proximity restrictions, but their determination to make the townhouse the home of Torches never wavered. "We kept the dream and the vision," recalls Pedro, highlighting their unwavering commitment

The transformation of the townhouse into a cannabis dispensary is symbolic of a broader cultural shift. The building, with its industrial-grade ventilation system originally designed for cigar smoke, was almost destined to become a cannabis consumption lounge. While current regulations limit its use to private events, the infrastructure is ready for when New York's consumption laws evolve. This foresight underscores the team's strategic planning and vision for the future of cannabis consumption in the city

The ethos of Torches is deeply connected to the legacy market from which its founders emerged. William Evans, the in-house buyer, emphasizes the importance of maintaining quality and authenticity in their products. The team is committed to offering a range of products that cater to diverse consumer needs, from affordable options to premium selections. Their approach ensures that every product, regardless of price, meets a high standard of quality, reflecting their respect for the legacy growers who paved the way

As New York continues to crack down on the unlicensed cannabis market, the Torches team remains vocal about their support for legacy growers who prioritize quality and community. They draw a clear distinction between those who respect the craft and those who flood the market with subpar products. "You shouldn’t be buying weed from the same guy you’re buying a sandwich from," Jonathan asserts, capturing the essence of their commitment to integrity and quality in the burgeoning legal market

Looking to the future, Torches plans to expand its footprint in New York and beyond, driven by a mission to build a sustainable and community-oriented cannabis business. The relationships they are cultivating within the industry and with consumers are seen as equally valuable as financial success. As José reflects, "The relationships we’re building here, the currency we’re building for the culture—that’s more than just financial." This perspective positions Torches as a leader in shaping the future of cannabis culture in New York