Gabby Jones

Photographer

Juul

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Location: Brooklyn, New York

Nationality: American

Biography: Gabby Jones is a documentary photographer based in Brooklyn, New York. She graduated from the S.I. Newhouse School of Public Communications at Syracuse University with a Bachelors degree in Photojournalism in 2017. Since her departure from... MORE

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Public Story

Juul

Copyright Gabby Jones 2024

Date of Work Oct 2018 - Ongoing

Updated Nov 2019

Topics Juul

In a series of iPhone images, Juul follows the rapid rise of a new highly addictive electronic cigarette. The new E-cigarette combines a sleek “USB” look with a myriad of fun and fruity flavors in order to appeal to their demographic. Unsurprisingly, as soon as the E-cigarette was released it gained popularity amongst teens and young adults at an alarming rate. Almost over night, all of my cigarette-smoking friends were now using Juul, those who had already quit cigarettes were giving in to Juul’s allure, and those who had never smoked to begin with were trying it out. The product allowed them to intake nicotine at any given moment, any place and any time. A product that was once marketed as a way to quit smoking was seemingly having the opposite effect. They were replacing one vice with another and actually worsening their nicotine addiction because of the Juul’s convenience.

The Juul became part of them. Held with a tight grip in their hands. The most commonly asked question became, “Where’s my Juul?” A simple relaxing night instantly became a moment of hysteria at the haunting echo of it being lost. The Juul would suddenly appear in some of the most unimaginable places. And thus, this is my ode to Juuls.