The Cannabis World is Blazing a New Trail in Fashion: From Stoner Chic to High-End Streetwear
The world of cannabis has always been synonymous with a laid-back lifestyle, but a new wave of cannabis fashion is challenging that stereotype. Gone are the days when tie-dye T-shirts, hemp necklaces, and the infamous “stoner chic” were the go-to style choices for those in the marijuana community. Today, cannabis fashion is undergoing a dramatic transformation, and it’s about as far from the old, patchwork flannel look as you can get.
From sleek streetwear to high-fashion runway looks, the marriage of cannabis culture and couture is on fire. Marijuana-inspired fashion is making its mark on both luxury designers and streetwear brands, creating a fusion of high-end style with the unmistakable cultural influence of cannabis. Whether it’s bold runway shows featuring leaf-inspired designs or collaborations between cannabis companies and top-tier fashion brands, cannabis couture is becoming one of the hottest trends of the moment.
Sleek Streetwear Meets Cannabis Culture: How Fashion is Adapting to the High-End Cannabis Market
“Fashion at its best is representative of what’s happening in culture,” said Brett Heyman, founder and creative director of Edie Parker, a New York-based lifestyle brand that also launched a marijuana line, Flower by Edie Parker, in 2019. She explained, “It speaks volumes when traditional fashion players embrace cannabis the way they are.” Heyman’s foray into the cannabis fashion space reflects a wider trend that sees mainstream fashion designers integrating marijuana-inspired designs into their collections.
What’s more, cannabis-inspired fashion isn’t just about looking stylish—it’s about making a statement. In an age where social consciousness is intertwined with fashion, cannabis couture is pushing the boundaries of what fashion can represent. Heyman’s approach exemplifies this shift, as she carefully separates her lifestyle brand from her cannabis company, citing concerns around issues such as payment processing and taxes. For her, the innovation of combining high fashion with marijuana culture offers a powerful new lens through which to view both industries.
Dazed: The Cannabis Apparel Line Changing the Game in Massachusetts and Beyond
One company spearheading the movement is Dazed, a Massachusetts-based brand that blends cannabis and fashion seamlessly. As Dazed expanded its retail presence in Massachusetts and New York, the brand also ventured into apparel, making a concerted effort to elevate the cannabis fashion conversation.
Apparel sales represent a small portion of Dazed’s revenue, they have succeeded in creating a unique line of cannabis-inspired clothing that speaks to both cannabis users and non-users alike. Items like their vintage-style letterman jackets and Air Force-inspired flight jackets have taken off, appealing to consumers who are drawn to the brand’s unique aesthetic.
For Dazed, the goal is to achieve the same level of brand recognition that has been attained by mainstream companies like Bass Pro Shops. In true cannabis style, Dazed made waves during New York Fashion Week, driving attention with a van emblazoned with the slogan “Free Weed.” Though no free weed was offered, the stunt generated massive attention, signaling that cannabis fashion is a force to be reckoned with.
Planet 13’s Approach: Leveraging a National Brand to Boost Cannabis Couture
Las Vegas-based Planet 13 Holdings took a different route to cannabis fashion by establishing a separate entity for its lifestyle brand, Planet 13 Lifestyles. This separation allows Planet 13 to access traditional banking services, engage in marketing on mainstream platforms, and freely sell merchandise across state lines.
With a rapidly growing national brand, Planet 13 recognized that its apparel line had significant potential for expansion. In addition to its brick-and-mortar stores, the company found a newfound success in online sales, attracting customers from countries like Germany, France, and Canada.
Planet 13’s success story reflects a broader trend in the cannabis industry: merchandise and apparel can help elevate a brand while bypassing some of the marketing restrictions that come with selling cannabis itself. Apparel offers cannabis companies an opportunity to be part of the mainstream, even when the plant itself remains illegal in many places.
Celebrity-Driven Cannabis Fashion: When Big Names Meet Cannabis Couture
Some companies prefer to take a more hands-off approach, partnering with third-party brands to create cannabis-inspired fashion. Celebrity brand licensing house Carma HoldCo, for example, has collaborated with high-profile figures like boxer Mike Tyson, professional wrestler Ric Flair, and rapper Future to produce cannabis-branded clothing and accessories.
Carma CEO Adam Wilks explained the company’s approach, saying, “We license our celebrity IP (intellectual property) artwork and design graphics to cannabis companies.” From leather bags to denim jeans, the celebrity-driven lines showcase a different aspect of cannabis fashion: it’s not just about selling cannabis culture, it’s about marketing the personality and brand of the celebrity behind it.
Another high-end cannabis brand, Binske, is exploring the fashion world with a line of streetwear designed in collaboration with Los Angeles fashion brand L’equip. Their Le Binske line—which includes items like $408 jeans—takes a subtle approach to cannabis fashion. Instead of featuring iconic cannabis leaves, the designs incorporate the nature-inspired artwork found on Binske’s cannabis product packaging. This minimalist approach appeals to consumers who prefer a more understated connection to cannabis culture, offering a style that says “if you know, you know.”
Why Cannabis Companies are Turning to Apparel: A Strategic Move for Brand Protection and Marketing
The shift toward apparel in the cannabis world is about more than just creating fashionable products—it’s a strategic move to protect and expand cannabis brands. As cannabis remains illegal in many states, offering branded merchandise allows companies to safeguard their intellectual property and generate a more reliable revenue stream through legal products that can be sold across state lines.
Attorney Brandon Dorsky, who specializes in intellectual property law, explained the importance of merchandise for cannabis brands: “If you want to build a brand, it has to be anchored in something that’s legal to sell across state lines. Marijuana is not.” By expanding into clothing and other legal products, cannabis companies can expand their reach while maintaining control over their brand’s identity.
Fashion and Cannabis: A Growing Subsector with Major Potential
Cannabis apparel is more than just a passing trend—it represents a growing subsector of the cannabis industry that has the potential to shape the future of cannabis culture. Gia Morón, a brand strategist for cannabis companies, believes that fashion will play an increasingly important role in the industry’s marketing and visibility. Companies like Cookies, which has expanded into clothing with items like socks and underwear, are paving the way for this new sector.
Morón predicting that cannabis clothing lines will soon become a significant part of the industry’s growth. As more cannabis brands expand into apparel, fashion will likely become a key player in the overall success of these companies.
Cannabis Couture is the Future of Fashion and Culture
As cannabis continues to carve its path into the mainstream, it’s clear that fashion is one of the most exciting ways the industry is evolving. From high-fashion runway looks to streetwear collaborations, cannabis-inspired fashion is no longer limited to the stereotypical stoner image. It’s chic, it’s luxurious, and it’s undeniably on fire.
The future of cannabis fashion is bright, and it’s just getting started. Whether through celebrity collaborations, independent clothing lines, or luxury fashion brands, cannabis couture is becoming a defining force in the world of fashion. As the boundaries between cannabis and culture continue to blur, expect to see even more innovation in cannabis apparel, signaling that the cannabis world is blazing a new trail, one stylish piece at a time.
