Q: Many boutique mod companies operate exclusively through
Facebook groups. Do you feel this is a good thing for the high-end
scene?
It is now fi ve years since our passion became work and our products
are sold through selected stores around the world.
Vaping is a world closed on itself and promoting publicly is very
diffi cult if not impossible, especially for a micro company like ours.
The only way to do so is by carving out a corner in some shops that
have managed to secure a slice in the high-end market and with our
support they want to stay there.
Facebook is important and strategic, especially in terms of speed,
contact management and as a mirror of market trends, as are trade
shows, but in a different way.
Q: Often when talking about high-end mods, consumers think of
companies based in Europe. It seems Italy has a particularly large
share of the popular boutique companies, why do you think this is?
In reality it is a much broader phenomenon if we talk about customers
- Japan, Malaysia, Vietnam, Mexico and China are all perhaps even
bigger markets than the American, French or Italian markets.
If we talk about production absolutely yes, Italy, France and Greece
are still the countries with the highest concentration of micro-
companies that produce devices aimed at the most esoteric market
but I believe it is a cultural fact, a simple refl ection of the consumer
culture in which they developed.
Q: Over a year after release, your Checkmate is still one of the most
desirable high-end squonk mods on the market. Why do you think
this is?
Basically, even if I shouldn’t say it, because it was madness to
imagine it, crazy to prototype it and an insane thought to produce it.
But an unquestionably unique and iconic object has emerged, an
object that consists of about 50 custom-designed pieces, all made
by us, nevertheless it is so simple to use.
Q: For the last couple of years, the high-end scene has focused
heavily on squonking. This year, smaller mods have become more
popular again. What do you predict will be the strongest trend over
the next 12 months?
The high-end market infl uences and refl ects the mass market. There
is no doubt that these last few months have not been easy for anyone.
The decline has been felt, passing from the shopkeepers to the
multinational throughout the whole chain.
Vaping needs some great players who can stabilise it. Today it is still
a volatile and fl uctuating market. There have been many moments
of change (clouds, MTL, bottom feeder, pod) but innovation is
constantly needed.
The vaper is not a customer who remains forever connected, but
there is a percentage of those that carry on for longer. This is one of
the challenges for companies like us.
Q: You have recently announced your next atomiser, the BF-99 Cube.
Can you tell us a bit more about this?
It is a reimagining, a new version of our fi rst RTA, probably the fi rst
top coil bottom air on the market.
However, none of the parts are the same as the old project, we
designed it from scratch.
It can work with mesh, cotton or both. The diameter is 22mm, with a
length of 33mm (a record for a top coil). If you want to test it, you can
fi nd it in one of our reseller shops or say hi at any of the exhibitions
that we attend.
Q: Finally, what is next for Noname Mods after the BF-99 Cube?
Hopefully many new and different products. We always love to
explore every aspect of vaping and we will never stop doing it.
Q: Since Noname Mods was founded, the high-end market has
become more competitive. Have you made changes to your business
to ensure continued success?
We try to do it every week, but the market is not only more
competitive, the problem is that it changes every day; new stores,
new emerging countries, countries in which particular restrictive
regulations no longer allow for sales, trends that vary, arise and die
faster than a butterfl y. It is a diffi cult market and in this last period it
is decisively in trouble. I believe it needs to fi nd its collective power
and fully mature.
Q: Do you or your team own any high-end devices made by other
companies? If so, which are your favourites and why?
I always try as many devices as possible and I think I have over 50.
Even if there are many more that I’ve tried and owned in recent years ,
I love Art & Mod, SVA, I’M, C&C, Lukkos and many more. We are a
group of friends and colleagues, so I think the choice was simple.
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