At 24 Joe decided that he would build a brand with one goal in mind: to make an impact.

The goal was simple but it was far from easy. Joe's vision was an empire of brands that would be the foundation to funding aid for others. He holds a strong belief in the power of community and to provide the tools to help people help themselves.

With the simple goal in mind to build brands, fund projects, and impact the lives of others for the better, Joe had to think about the how.

The saying, "Do what you love and you'll never work a day in your life," was the main motivator for Joe and naturally, his love for weed took prominence. But with such a rapidly growing and saturated industry, Joe knew that he had to be different.

The idea of the laser bong came fortuitously. From selling gold laser keychains from the 90s to classmates as a kid to a later rediscovery in 2016 watching a video of people experimenting with laser pointers, Joe's affinity for lasers was always with him.

A year after the idea was planted in Joe's mind and the urge to do good in the world sprouted, Joe shared the idea of a laser bong with his brother, Jack.

Immediately, the pair dove headfirst into the endeavor, searching for the best patent attorney, and accelerating with their plan to create the worlds first electric laser bong with little to no experience.

Almost instantly, they were hit with a wall of reality into the financial, legal, physical, practical, and numerous other constrictions of starting a business.

But, community pulled through for Jack and Joe, and after hitting financial burden after the other, they came to FB asking friends and anyone they knew if they had experience in CAD and electrical work.

With the help of an old friend, Jack and Joe were able to produce the first protoype of the laser bong at a fraction of industry costs.

"I really like you guys and what you’re doing. I want to help you. I don’t want anything from it. I just want to help you because someone else helped me get started."

Those words said at an industry trade show from strangers turned friends marked a turning point for Jack and Joe.

2 months after the meeting, Jack, Joe, and their new friends met with a manufacturer from Shenzhen.

2 months later, the pair were on their way to China to further the production process, a monumental milestone for Jack and Joe. It felt surreal for them to make it that far as a pair of high-school and college dropouts, but that didn't stop them from their motivation and ambition to make the world better.

2 months after that, they had their first prototype.

In 2019, the clear skies ahead clouded for the brothers in their journey as they were hit with a setback in their prototype and FDA compliancy. It was disheartening.

They had to come up with a new design. They needed a safety system that could not be defeated and after many tests, professional consulting, and designs, Jack and Joe reached the final design to be released and the clouds parted.

2020: Hitoki hit the market with the Trident.

With little to no direction, Jack and Joe looked to a PR company and influencers to market the product and that landed them work with their distribution company.

But the road ahead was far from easy.

Almost a year after the initial launch of the product, Jack and Joe reached an agreement with the former distribution company and were filled with hope at the promise of thousands of units to be distributed.

But, the hopeful promise ended up being a hard lesson for the two, as the distributor reneged and left them with an irreperable sunk cost.

Nevertheless, Jack and Joe knew their product was valuable to the industry and the market, and they prevailed.

In 2022, after feedback from partners and customers and a surging demand for affordability and portability, Jack and Joe developed and released the Saber.

The Saber is a portable, modular, and affortable alternative that offers the same unparalleled laser excellence and cleanliness.

In 2023, the Saber saw an upgrade that only increased accessibility with a portable attachment.

The brothers reveled in the success and growth of Hitoki from it's inception till now. But their work and their mission was far from over.

2025 is a year for Hitoki to refocus on Jack and Joe's original goal; to be a force for positive change through building brands with a mission.

Jack and Joe pledge to continue the work to be their best self and to make an impact with what they have and with Hitoki. Their passion for leaving a positive impact will continue to reverberate through Hitoki and the pursuit to create a unique smoking experience that delivers unparalleled, cleanliness and potency.