Matt Booth doesn’t just make cigars — he makes chaos look stylish. The man behind Room 101 has turned brand building into performance art, mixing deep philosophy with just enough profanity to keep it interesting.

In this episode of Not A Cigar Show, I sit down with Matt Booth for a no-filter talk about the art of disruption, staying authentic in a copy-paste world, and why cigar culture is better when nobody takes themselves too seriously.