From humble glass beginnings, to limited edition drops and dedicated fans, to designs on major music fests
The story of Hitman is that of a brand which has become a true staple in heady culture. From glass-safe bags that double as statement pieces to apparel that moves seamlessly between function and fashion, Hitman has carved out a lane that’s instantly recognizable worldwide.
What started as a solution for protecting glass has evolved into a lifestyle brand worn and carried by tastemakers across the scene. I sat with the owner “Hitman” Douglas Dracup to dive into the story behind the brand and its creative process, and to unbox what’s next for one of the most respected names in the game.
BN: Hitman bags have become a true status symbol within the heady community. What’s it like seeing your creations being carried and repped all over the world?
DD: It means so much to me to see people rocking the brand on any level—if it’s our glass, the bags, or any products we put out. We founded Hitman in 2009 and it’s been awesome to see it really catch on over the years. It’s a good feeling to know people cherish and value our efforts and the products we create. I love getting videos of people on the subway in NYC rocking the bags, or someone in the airport. We really do have a great cult following. The great thing about bags is people bring them everywhere. Anyone can rock it. It’s for everyone. That wasn’t the case with pipes.
With this new Hitman bag release, what kinds of design elements, materials, or functional upgrades can customers expect compared to previous drops?
We learned a lot from our first round of bags. I’m really fortunate to have a manufacturer that cares about the future of my brand and believes in me. I met my boy Evan Shinder in LA. He owns One + One. He believed in my vision for the brand and he’s the best guy to work with. He stands behind the product and the quality.
My long time friend Ryan Cheney, who I’ve known since college, did the design on this project and he really crushed it. So proud of how they came out. We made a lot of improvements. The hardware, zippers, and stitching are really 10/10. I’d put it next to any large-scale designer companies bag quality. We made 29 different color ways for this project—160 of each bag. Limited edition. We also have two collaborations, two for each company’s collab, and those are with Kaleidoscope Collective from Long Island, NY, and Golden State Banana. So 33 different bags in this spring 2026 capsule
Marketing plays a huge role in today’s drop culture. How important is storytelling and rollout strategy when you’re launching a new Hitman release?
I mean we have a very genuine organic story as a company. I’m fairly vulnerable publicly and have had some real high points and successes as well as some low points and failures. Learning from your mistakes is crucial. As far as marketing, that’s always been my strong suit. I enjoy creative marketing, and I know my demographic I’m targeting, because I’m personally part of my demographic.
If the product or service doesn’t get you excited about it, it’s hard to get others to pay attention. I see so much generic marketing materials big brands are using. Some brands care about quality but most just put out mids-y gear. I’m proud that what I bring to the table is proprietary and quality. People notice that. I also tend to be fairly quiet on social media, but when I do releases I focus my time more on organic content.
Do you plan on pairing the bags with matching glass pieces or accessories to create a full lifestyle set, and how do you approach those collaborations?
The brand was started as a glass pipe company. It’s obviously a big part of our brand identity in the early stages of dabbing and the evolution of concentrate accessories. I do see developing some updated new glass designs in the future, but I’m focusing my energy on the bags for now. I love drawing up an idea, prototyping it, making adjustments, and making a concept a reality with anything I’m passionate about.
When and where will fans be able to purchase the new designs, and should they expect limited quantities or a fast sell-out?
We are doing bag release party’s in NYC and LA in January, and our new website should be up and running the first week of January. We like to give our supporters and friends an opportunity to have them before the public can buy them, it makes it special. And it’s great to have friends that want to support and pay for bags and don’t expect a hand out. I’ve given away more quality gear to this community than any brand out there. Now it’s time to sell some bags.
Looking ahead, what’s next for Take a Hitman as a brand new product categories, collaborations, or expansion beyond bags and apparel?
I plan on collaborating with a lot of companies in 2026-2027. There are some major discussions and some exciting things in the works.
I’m really wanting to bring back a big festival with a real budget for pro talent. A real camping festival. Late night rave sets. Just the biggest party ever, and let cannabis brands and the cannabis culture be a major asset to the festival’s success. I love music festivals. It’s part of my roots. I love to highlight this culture and my friends’ businesses. I could see a 18-month to two-year plan to throw another banger like chalice, but really bring it to the next level.
