From Hobbyist to Industry Disruptor: The Thick Ass Glass Story
In an industry where hype often trumps substance, Thick Ass Glass (TAG) has built its reputation on a refreshingly straightforward proposition: make glass that doesn’t break easily, functions properly, and doesn’t cost a fortune. What began as a passion for quality engineering has evolved into one of the most respected names in smoking accessories, with a devoted following that swears by their products’ durability and performance. I recently caught up with Brian Handschuh, the founder and driving force behind TAG, to discuss the company’s origin story, the science of proper cleaning, the internet’s role in customer education, and why he refuses to compromise on quality despite numerous opportunities to boost profit margins.
Jack: Brian, thanks for sitting down with me today. I’d love to hear about how Thick Ass Glass got started. Was there a specific moment when you realized there was a gap in the market for higher quality glass?
Brian: It actually started from personal frustration. I was tired of spending good money on pieces that either broke too easily or just didn’t function well. There was this disconnect in the market—you could buy cheap, thin glass that wouldn’t last, or spend hundreds on artistic pieces that looked amazing but sometimes sacrificed function for form.
I kept thinking, “Why can’t someone just make solid, well-engineered glass at a reasonable price?” Eventually, I realized I needed to be that someone. We launched TAG in 2013 with a simple mission: engineer glass that’s built to last, performs consistently, and doesn’t require taking out a second mortgage.
The gap was obvious once you looked for it. Most manufacturers were cutting corners on thickness, joint strength, or percolation design to save on production costs. We decided to do the opposite—focus on the engineering first, then figure out how to make it affordable without compromising quality.
Jack: The industry has changed a lot since 2013. How has TAG evolved over the years while staying true to your core values?
Brian: Our core values haven’t changed—durability, function, and fair pricing still drive everything we do. What’s evolved is our understanding of what customers really want and our ability to deliver it through better engineering.
In the early days, we focused almost exclusively on thickness as the key to durability. Make it thick enough, and it won’t break. That’s still true, but we’ve become much more sophisticated in our approach. Now we use CAD design to identify stress points and reinforce them strategically rather than just making everything bulky.
We’ve also expanded our product range dramatically. When we started, we had a handful of beaker bongs and straight tubes. Now we offer everything from mini rigs to elaborate recyclers, but each product still goes through the same rigorous engineering process.
The biggest evolution has been our Made To Order service, which we launched in 2021. It allows customers to request custom variants of almost any item we offer. Traditional production brands couldn’t do this because they needed high volume to be cost-effective, but we found a way to make customization accessible without premium pricing.
Through all these changes, we’ve refused to compromise on quality. We’ve had countless opportunities to reduce glass thickness or use cheaper materials to increase margins, but that would undermine everything we stand for.
Jack: Let’s talk about maintenance. One aspect of glass ownership people often struggle with is keeping their pieces clean. Can you share some insights on proper cleaning techniques?
Brian: Cleaning is one of those things that sounds simple but makes a huge difference in both function and longevity. A clean piece performs better, tastes better, and actually lasts longer since built-up residue can create stress points over time.
For basic maintenance, start by rinsing thoroughly with hot water after each use. This prevents residue from hardening and becoming difficult to remove later. For a deeper clean, isopropyl alcohol and coarse salt work wonders. Fill your piece with this mixture, seal the openings, and shake vigorously. The alcohol dissolves residue while the salt acts as an abrasive to scrub away stubborn spots.
For those tough stains that won’t budge, soaking overnight in a cleaning solution is your best bet. Commercial cleaning products work, but plain isopropyl alcohol does the job just as well in most cases.
The biggest mistake people make is neglecting regular maintenance. It’s much easier to keep a clean piece clean than to restore a heavily soiled one. I recommend a quick rinse after each use and a thorough cleaning at least once a week for daily users.
For pieces with complex percolators or multiple chambers, purpose-made cleaning tools can help reach those hard-to-access areas. Small pipe cleaners, flexible brushes, and even dental picks can be useful for precision cleaning.
One pro tip that many people miss: after cleaning with any solvent, rinse thoroughly with warm water at least three times to ensure all cleaning agents are removed before your next use.
Jack: The internet has played a big role in educating consumers about quality differences in glass. How has online community feedback shaped TAG’s approach to product development?
Brian: The internet has completely transformed how consumers learn about and evaluate products in our industry. Forums like Reddit have created spaces where real users share authentic experiences, good and bad, which cuts through marketing hype quickly.
We pay close attention to these communities. I personally read through Reddit threads, customer reviews, and social media comments regularly. This direct feedback has influenced numerous design improvements over the years.
For example, we noticed users mentioning splash-back issues with certain percolator designs. Rather than dismissing these as user error, we went back to the drawing board and adjusted water levels and percolation patterns to address the problem.
Another example is joint strength. We saw multiple threads about joint failures on competitors’ products, which reinforced our commitment to thicker, stronger joints even though they’re more expensive to produce.
The internet has also raised the overall knowledge level of consumers. Ten years ago, most buyers didn’t know the difference between a diffused and non-diffused downstem or why joint thickness matters. Now, thanks to online education, we’re seeing customers who understand these technical details and make purchasing decisions accordingly.
This more educated consumer base has actually been great for us. When people know what to look for in terms of quality, they appreciate the engineering that goes into our products. The internet has created a market where substance can triumph over style, which aligns perfectly with our philosophy.
Jack: Safety is obviously important when dealing with glass. What are some safety considerations people should keep in mind when using and maintaining their pieces?
Brian: Safety starts with quality materials. All our glass is made from borosilicate, which has a low coefficient of thermal expansion. This means it resists cracking from temperature changes, which is crucial for a product that’s regularly exposed to heat.
Beyond material choice, users should always inspect their glass regularly for small cracks or stress fractures, especially around joints and connection points. These minor issues can quickly become major breaks if not addressed.
When cleaning, always handle your piece over a soft surface like a towel or carpet. Most accidents happen during cleaning when glass is wet and slippery. Use both hands when handling larger pieces, supporting the base and neck separately to avoid putting stress on connection points.
Temperature management is also important. Avoid exposing hot glass to cold water or vice versa, as the sudden temperature change can cause cracking. Let pieces cool completely before cleaning, and use room temperature or slightly warm water rather than extremely hot or cold.
For those who use torches with concentrate rigs, proper torch handling is essential. Always place the torch on a stable surface when not in use, and never leave it unattended while it’s hot. A torch stand is a worthwhile investment for regular users.
Lastly, proper storage makes a big difference. Store pieces in a stable location where they won’t be easily knocked over. Some users invest in padded cases or dedicated shelving with bumpers to protect their glass.
By following these simple precautions, even daily users can keep their glass in perfect condition for years. That’s especially true with TAG pieces, which are engineered from the start with safety and durability in mind.
Jack: The market is flooded with options across different price points. What makes someone a TAG customer rather than going for cheaper alternatives or more expensive art pieces?
Brian: TAG customers tend to be pragmatic enthusiasts. They’re serious enough about their smoking experience to care about quality and performance, but they’re not willing to pay art piece prices for daily drivers.
Our typical customer has probably been through the cycle of buying and breaking cheaper glass a few times. They’ve learned through experience that the $30 bong that breaks after a few months actually costs more in the long run than a $150 piece that lasts for years.
TAG appeals to people who appreciate engineering over marketing. They want to know exactly what they’re getting and why it’s worth the investment. Many of our customers are technically minded—they understand concepts like diffusion efficiency and airflow dynamics, and they value our scientific approach to design.
We also attract customers who are put off by the elitism in some corners of the high-end glass world. They want quality without pretension or artificial scarcity tactics. We don’t create artificial hype or limited drops to drive up prices—we just make solid products consistently.
Interestingly, we have many customers who own both TAG pieces and high-end art glass. They use our products as daily drivers while saving their artistic pieces for special occasions or display. They understand that different products serve different purposes, and TAG excels at creating functional tools for regular use.
Jack: Let’s talk about product testing. How do you ensure that new designs meet your standards before they reach customers?
Brian: Testing is absolutely critical to our development process. Every new design goes through multiple rounds of evaluation before it ever reaches production.
We start with theoretical modeling, using CAD software to analyze airflow, water displacement, and structural integrity. This helps us identify potential issues before we create physical prototypes.
Next comes prototype testing, where we evaluate the piece in real-world conditions. We’re looking at multiple factors: how easy is it to fill to the optimal water level? Does water splash back during use? Is the draw resistance comfortable? Does it stack smoke efficiently? Is it stable on different surfaces?
Durability testing is particularly important. We subject prototypes to controlled impact tests, thermal stress tests, and long-term use simulations to identify any potential weak points. This is where many designs go back to the drawing board—if we find a vulnerability, we reinforce that area before moving forward.
We also do extensive cleaning tests. If a design is beautiful and functions perfectly but is nearly impossible to clean, that’s a failure in our book. Real-world usability matters.
Finally, we get feedback from a diverse group of testers with different preferences and experience levels. What feels perfect to one user might not work for another, so we gather a range of perspectives before finalizing a design.
This rigorous process means we reject a lot of designs that don’t meet our standards. It would be easier and more profitable to rush products to market, but our reputation is built on consistency and quality. Every piece that reaches customers needs to deliver on the TAG promise.
Jack: There’s been a trend toward more complex, multi-chamber designs in recent years. Do you think simpler designs still have a place in the market?
Brian: Absolutely. In fact, I think we’re seeing a bit of a pendulum swing back toward simpler, more refined designs after years of increasing complexity.
Complex multi-chamber pieces certainly have their place. They can provide exceptional filtration and impressive visual effects. But they also come with trade-offs—they’re harder to clean, more prone to breakage, and sometimes create so much drag that the smoking experience suffers.
A well-designed beaker or straight tube with the right downstem and perhaps a single quality percolator can deliver an exceptional experience without the drawbacks of more complex pieces. That’s why our beaker bongs remain some of our bestsellers year after year.
It’s similar to what’s happened in the craft beer world. After years of increasingly extreme flavor profiles and high alcohol content, many brewers and consumers have rediscovered the beauty of a perfectly executed pilsner or pale ale. Simplicity executed perfectly can outshine complexity for complexity’s sake.
That said, we continue to innovate with more advanced designs as well. The key is ensuring that each additional chamber or percolator serves a functional purpose rather than just looking impressive on a shelf. Every added feature should enhance the experience, not just the appearance.
For most daily users, I still recommend starting with a high-quality but relatively simple piece and then exploring more complex options as they develop preferences. A well-made beaker with thick glass and a good diffused downstem provides a great baseline experience that many users never feel the need to complicate.
Jack: Customer service seems to be a point of pride for TAG. Can you share an example of how you’ve gone above and beyond for customers?
Brian: Customer service isn’t just something we do—it’s central to who we are as a company. We view each interaction as an opportunity to build a long-term relationship, not just complete a transaction.
One story I love to share happened early on. A customer ordered a 18mm stem and a 14mm bowl, which wouldn’t be compatible. Instead of just shipping the order, someone from our team actually called the customer to verify that they understood the pieces wouldn’t work together. It turned out they were replacement parts for different pieces, but the customer was amazed that we took the time to check rather than just taking their money.
Another example involves our approach to damage claims. While our glass is certainly more durable than most, accidents still happen. We once had a customer who had purchased a piece and accidentally knocked it over just two days later. Even though it was clearly user error rather than a product defect, we offered a significant discount on a replacement because we wanted to keep that customer for life, not just for one purchase.
We also provide extensive pre-purchase guidance. Many customers come to us unsure about joint sizes, percolation types, or which accessories will work with their existing setup. Rather than suggesting the most expensive option, we take the time to understand their needs and sometimes recommend a less expensive alternative that better suits their situation.
This approach builds trust, and trusted customers become our best advocates. Many of our new customers come through direct recommendations from existing ones who appreciate both our products and our service philosophy.
Jack: What can we expect from TAG in the near future? Any new products or innovations you’re excited about?
Brian: Without giving away too much, we’re working on several exciting developments. One area we’re focusing on is enhanced modularity—creating systems that allow users to customize their experience based on what they’re smoking and personal preferences. Imagine being able to quickly swap between different percolation styles or adapt your piece for different materials without buying an entirely new setup.
We’re also investing heavily in our Made To Order service, expanding the customization options while keeping delivery times reasonable. The ability to get exactly what you want rather than settling for what’s available has really resonated with our customers.
On the engineering front, we’re developing new percolation designs that further optimize the balance between diffusion and drag. Some of these innovations come from applying fluid dynamics principles from completely different industries to smoking accessories.
Material science is another area of exploration. While borosilicate glass remains the gold standard for many reasons, we’re investigating hybrid approaches that could further enhance durability without compromising on taste or aesthetics.
Finally, we’re developing more educational content to help customers understand the science behind different designs and make more informed purchasing decisions. We believe an educated customer is more likely to appreciate the engineering that goes into our products and become a long-term advocate for the brand.
I can’t share specific product details yet, but I can say that everything we’re developing stays true to our core principles: durable construction, optimal function, fair pricing, and designs based on engineering rather than just aesthetics.
Jack: To wrap up, what’s the one piece of advice you’d give to someone looking to purchase their first quality piece?
Brian: My best advice is to invest in quality from the beginning rather than learning the hard way through multiple replacements. A well-made piece that costs $150-$200 might seem expensive compared to cheaper options, but if it lasts for years rather than months, it’s actually the more economical choice.
Focus on the fundamentals: glass thickness (especially at stress points), joint quality, and basic functionality. A simple but well-engineered piece will provide a better experience than a complex but poorly made one.
Don’t get distracted by gimmicks or visual complexity if it doesn’t serve a functional purpose. Ask yourself: “What am I actually trying to accomplish with this purchase?” If it’s a smooth, enjoyable daily experience, prioritize design elements that contribute to that goal.
Research the company, not just the product. Look at how they handle customer service, what materials they use, and what their existing customers say about long-term satisfaction. A company that stands behind their products is worth the premium over one that focuses solely on making the sale.
Finally, remember that this is an investment in your experience. Quality glass doesn’t just last longer—it provides a better, more consistent experience every time you use it. When you consider how often you’ll use the piece, spreading that initial investment over hundreds or thousands of sessions makes the value proposition clear.
The right piece becomes something you look forward to using, not something you’re constantly fixing, replacing, or struggling with. That’s the real difference quality makes.
Jack: Brian, thanks for sharing these insights. It’s been fascinating to get a behind-the-scenes look at TAG’s approach to quality and customer service.
Brian: Thanks for having me, Jack. I’m always happy to talk about glass engineering and quality—it’s a passion, not just a business. If your readers take away one thing, I hope it’s that quality matters and is worth the investment, whether they choose TAG or any other well-engineered product.
