Jason Cropper, a native of Blackburn, has played a pivotal role in transforming the Lancashire town into a hub for the vaping industry. Cropper’s journey from struggling with addiction to becoming a leading figure in the European e-cigarette market began in the early 2000s, culminating in the establishment of his brand, Totally Wicked, which is now one of the largest non-Chinese vaping brands in Europe.

Cropper’s early life was marked by a mix of working-class roots and personal challenges. Son of an architect and a former machinist, he left Pleckgate High School at 16 with limited qualifications. After serving nearly eight years in the Royal Navy, he lived in London but faced difficulties related to alcoholism. Returning to Blackburn in 1991, he sold used cars while working toward sobriety, eventually overcoming his addiction in 2001. This turning point provided the motivation for him to seek financial stability and rebuild his life.

In 2005, Cropper enrolled at the University of Central Lancashire, where he earned a degree in homeopathic medicine. During this period, he began selling alternative remedies and books on eBay, gaining valuable experience in online retail. He then expanded into electronics, sourcing memory sticks from Chinese suppliers through the Alibaba marketplace. However, it was his own efforts to quit smoking that led to a breakthrough product.

In early 2007, Cropper sought products related to smoking cessation, advertising on Alibaba and connecting with a supplier in Shenzhen. The supplier introduced him to an electronic cigarette model called the RN4062, a product relatively unknown in the UK at the time. Recognizing the market potential, Cropper purchased initial stock and quickly sold out on eBay. He saw the opportunity for substantial profit margins and future growth if repeat customers purchased consumable products like e-liquid cartridges.

He recounts the moment he first used the e-cigarette as revelatory, describing the device as “totally wicked.” Shortly thereafter, he launched the Totally Wicked brand, adopting a rebellious image inspired by punk rock and targeting fellow smokers seeking an alternative to traditional tobacco. Branding included a Sex Pistols-style typeface and a joker logo smoking a cigarette, embodying a countercultural stance against major tobacco companies.

Sales remained modest until late 2008, when Cropper’s business received wider exposure after a BBC interview highlighted e-cigarettes as a new way to quit smoking. This media attention significantly boosted demand, propelling revenues from a few thousand pounds per month to around £20,000. Since then, Totally Wicked has grown steadily, helping to establish Blackburn’s reputation as a center for vaping products within the UK and beyond.