Riot Squad was founded with a simple mission: to convert 10,000 smokers to vapers. We rapidly achieved our goal as we grew into an award-winning, playfully anti-establishment brand that resonated with people of all walks as we stuck it to big tobacco. Our team knew of the massive social impact a vaping brand could have – when we launched, we saw it happen. Riot Squad helped countless people STAND UP, BE COUNTED & NEVER BACK DOWN from who they are and their beliefs. We united Rioters worldwide in quitting smoking, in spreading positivity throughout their lives and in those around them. For too long, NHS smear campaigns and outdated research have told us smoking cessation must be an isolated, despair-driven experience, achievable only by avoiding life’s pleasures! Quitting smoking is hard – doing it alone is damn near impossible. At Riot Squad, we did it while facing our triggers head-on – because what’s the point of kicking a habit just to pick it up as soon as you leave your safe space? If you can look your triggers in the eye on Day 1 and say ‘do one’, the rest of the journey’s a cakewalk. But we don’t just want you to have your nicotine-free cake and eat it – we want you to tuck in with all the people and pastimes you love. As well as updating our company mission, we’re pivoting a portion of business purpose and widening our reach to begin a new era. An era in which Riot rolls as a vehicle for change. In 2022, you’ll see a fully revamped visual identity to match our renewed purpose, though of course, we’ll never stop chanting the STAND UP, BE COUNTED & NEVER BACK DOWN ethos that brought you and us both to this very point. In fact, with huge new sustainable projects in the pipeline, we’re asking you to STAND UP taller than ever as we look to protect this long-suffering planet of ours, together.