Torches, a new Manhattan retail cannabis outlet, is a testament to the changing cultural norms in New York City. Located on 42nd Street just off Fifth Avenue, it occupies the iconic building that was once home to the Nat Sherman Townhouse. For nearly a century, this building was known for its high-end tobacco products, but in 2020, it closed its doors for good after being bought out by industry giant Altria. This closure coincided with the rise of cannabis, which has slowly been replacing the cigar as the symbol of indulgence for the city’s elite.
As I enter the store, I am struck by the contrast between the old and the new. The central room is lined with glass display cases, and an indoor balcony overlooks the space. Behind a counter that used to house the humidor, budtenders are ready to make sales. The menu is diverse and high-quality, offering everything from dried flower and pre-rolls to edibles, vapes, concentrates, tinctures, topicals, and accessories. The products come from both big multi-state operators and local mom-and-pop enterprises, catering to every type of consumer.
Jonathan Santana, a member of the Torches team, takes me on a tour of the store. He tells me, “We take pride in offering what we believe is the best cannabis menu in the market. It’s diverse, high-quality, and built for every type of consumer.” He also emphasizes the significance of the location, saying, “After Nat Sherman closed in 2020, the building remained vacant, frozen in time. We took over the property in mid-2022 with a vision to breathe new life into it while honoring its legacy.”
Santana then takes me to a downstairs space that they hope to turn into a consumption lounge, just like it was for the high-end cigar set back in the day. He shows me shelves of small, box-like personal lockers where the clientele could keep their stash of tobacco and booze. Each locker is emblazoned with the holder’s name, including ex-mayor Rudy Giuliani, actor Robert John Downey Jr., and hip-hop talent manager Paul Rosenberg. One locker is simply labeled “The Legend,” and Santana speculates with a smile that it might have belonged to Frank Sinatra.
After overcoming some “regulatory hurdles,” Torches finally opened its doors in March 2024 as Polanco Brothers Cannabis Dispensary. However, in July of that same year, they rebranded as Torches once their brand vision was complete. This vision includes some ambitious collaborations with New York cultural icons. Santana explains, “We’re working with Knicks Film School to host a live podcast and cross-collaborative event in the coming weeks.” He is referring to the independent and well-regarded podcast hosted by Jonathan Macri, which offers in-depth analysis, interviews, and discussions focused on the New York Knicks. “The partnership merges cannabis culture with New York sports and storytelling in a way that feels organic and exciting. We’ll kick it off with veteran Knicks star Iman Shumpert, and we hope to feature other players as they step into or expand within the New York cannabis market.”
As I leave Torches, I am struck by how this once iconic building has been transformed into a symbol of the changing times. It is a testament to the growing acceptance and normalization of cannabis in New York City, and I can’t help but wonder what other cultural shifts this new era will bring.
