How Originals Love Their Gear

The gear we use says a lot about us…so does how we take care it.

GNRL FEB 2023 1.jpg

Just as the Original Swedish Snus is something we make our own, so, too, is the gear we hold on to—full of memories and connected to our identity. The way we care for and love our gear—favorite clothing, shoes, tools, cooking implements, etc.—says a lot about our personalities and our journeys. Below are some archetypes that cover different ways we can love our gear. Maybe one of them looks familiar.


GNRL FEB 2023 2.jpg

The Hard-Wearer

Is your philosophy “find what works and wear it until it disintegrates”? Can you plot time based on how many shades of color your favorite hat has gone through? Then you might be The Hard-Wearer. The Hard-Wearer finds gear they love and then proceeds to use it until it falls apart in their hands. Black hats or shirts fade to a medium brown from sun and wear. Wooden handles of hammers or axes wear into perfect matches for your hands. Boots become like a second skin on the inside no matter how many times you replace the soles.

Original Philosophy: A Hard-Wearers' gear isn’t well-worn, it’s well-loved.


GNRL FEB 2023 3.jpg

The Maintenance Man

The Maintenance Man takes a different approach to lifelong use. The Maintenance Man knows what they love, and does all they can to keep it around forever. They build time into their schedule for regular oil and polishing session for their favorite leather pieces. Small tears in sweaters and jackets are quickly repaired. The heirloom butchers block or work bench are coated in bees wax and buffed for maximum protection. Their favorite jeans never spend a second in a dryer.

Original Philosophy: Making sure your grandfather’s boots or hunting knife last until you’re a grandfather.


GNRL FEB 2023 4.jpg

The Customizer

Do you like making small tweaks—like a tailor’s adjustment or shortening a handle for the perfect hand feel—to make something work perfectly and distinctly for you? Welcome to the world of The Customizer. The Customizer loves tools and clothing that last, but that also perfectly fits their particular lives. If that means changing small parts to achieve that, then so be it. Their choice gear is about their choice life, and it’s written in each stitch and ivory inlay.

Original Philosophy: It’s not truly mine until it’s customized.


GNRL FEB 2023 5.jpg

Mr. Particular

Sometimes only one brand will do. Sometimes only one type of fabric will do. Sometimes only one artisan working in one shop will do. This is the domain of Mr. Particular. He finds the right style, cut, construction, or materials, and rocks it for life. He believes that if you buy better clothes and gear, they will wear better. Want a warm wool sweater that lasts a decade of winters? Buy from the best. How about boots that keep your feet warm and won’t kill your joints? Look for quality first so you’re not suffering later. Mr. Particular’s closet and toolbox are filled with pieces that have stood the test of time because they’re built to do so. He’s the type to be a Brand Man forever because nothing else will do.

Original Philosophy: There’s nothing better than the best, so why settle for less?


Were you able to see yourself in these types of gear lovers? Did it make you want to change how you love your gear? Perhaps it’s time to pull out your old boots and give them a shine, or put a new coat of stain on your dad’s humidor. They all hold a story just waiting to be told.


Register now to start enjoying everything General Snus has to offer:

  • Discover new savings every month
  • Get exclusive offers
  • Learn more about snus
  • Stay up to date on the latest


Register now
Already registered? Sign in.

09/27/2023: We have made some updates to our Privacy Policy. Please see the updated Privacy Policy here.

Find Snus Near You

Store Locator


Website & Account

I forgot my password. What can I do?

Follow these steps and your password will be emailed to you.

  1. Go to Forgot Password page
  2. Enter your email address and hit submit
  3. Check your inbox. A secure link will be sent for you to reset your password.

I’ve entered my login info but can’t get into the site. What should I do?

If you receive a message saying that your email address/password has been entered incorrectly, try again.

If you still cannot log in, visit our Contact Us page and send us a message. We will get back to you shortly.

My age can’t be verified. What can I do?

To register, you must be 21 years of age or meet the legal age requirements dictated by state or local law. Ensure the information you entered during registration is correct. If you’re still having issues, follow the instructions on this PDF.

What if I don’t own a computer?

Our site is accessible through public computers with internet access.

Can I opt out of receiving emails in the future?

Yes. There are three ways to opt out:

  1. Go to My Account, then update your communication preferences by selecting “No” under the email section.
  2. Send an email to It may take 10 business days to process your request.
  3. Send a written request to:

Swedish Match North Europe AB
PO Box 986
Owensboro, KY 42302

Provide your name and the email address to be removed from the mailing list in the request.

How is my privacy protected?

Visit our Privacy Policy for more information.

I’m having issues viewing images and messages on the site. What causes these issues?

If images are not appearing on the site, make sure you are viewing the site in one of the supported browsers:

  • Internet Explorer 11+ or Edge 12+ (WIN)
  • Firefox 40+ (WIN/MAC)
  • Safari 9+ (MAC)
  • Google Chrome 50+ (WIN/MAC)

Register now to get the full experience.


WARNING: This product can cause gum disease and tooth loss.