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Tetra

Smoke style.

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Suffering through a resolution to quit smoking? You may have to give it up—the giving it up, that is. Tetra is reviving the aesthetics of smoking by stocking objets that range from pastel ombré pipes and dichroic glass ashtrays to Brutalist ceramic vessels and tortoiseshell-patterned lighters. The company was launched last fall by not a tetrad but a trinity of leading women in the worlds of fashion, design, publishing, and craft, and the online store will evolve into a platform catering to the consumption of culture as much as tobacco. “We saw Tetra as part of the smoking industry boom,” says partner Monica Khemsurov, “but pushing it in the right direction, aesthetically speaking.”


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April 18, 2016