The brand's origin is inspired by the true story of the Cocaine Bear. A cocaine trafficker parachuted from a plane with bags full of cocaine. His landing was brutal, and he ended up hanging from a tree. That's when the wandering bear appeared, sniffing the bags containing the white powder. Four grams of ZeroZeroZero were enough to send him spiraling into the abyss… and into legend. He became the Cocaine Bear.

The white powder has become the hidden energy that propels modern society. It's everywhere, yet invisible. Everyone knows it's there, but no one says it openly. The Cocaine Bear is here to change that. Unapologetically confident, he throws it in society's face. COCAINE. Your power and your downfall. Your confidence and your kryptonite.