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When Lana Van Brunt and Hayley Dineen founded their cannabis accessories brand Sackville & Company in 2018, there was a gap in the market.
At the time, cannabis companies fell into two camps: they were aimed at college-aged men – think California health style, “Rick and Morty” with lots of ties and pot leaves or Goop disciples. No one was combining cannabis with design-forward and high-fashion aesthetics. The launch of Sackville’s new apparel collection this week makes them part of new fashion-forward cannabis brands such as Paper + Paint, Houseplant and Flower by Eddy Parker.
Dineen Sackville, who studied fashion design at Central Saint Martins and worked on streetwear brands OVO and Yeezy, said she wanted fashionistas to appeal to both men and women.
“We’ve tried to treat cannabis as something only in the shadows or in dispensaries,” Van Brunt said. It should be something beautiful that you can be proud to display on your mantle. We know that design and fashion will be the gateway.
While Sackville sells cannabis accessories such as rolling papers, grinders and pipes, apparel is a core part of its business. About 25 percent of revenue comes from a relatively small selection of clothing, but Van Brunt and Dean hope to grow that part of the business. On Thursday, Sackville will launch its largest collection of apparel under the banner Greetings from New York, with hoodies, t-shirts, sweatshirts and more. The collection is sold at Sackville’s online store; The price ranges from 45 to 125 dollars.
The fusion of cannabis and fashion is not unique to Sackville. Smoking brand Zig-Zag has transformed itself into a fashion and lifestyle brand. Drops in clothes. Eddy Parker has launched Blossom by Eddy Parker, a sub-brand that focuses on cannabis accessories such as pipes and grinders.
Paper + Color, a company that makes printed and patterned rolling papers, has begun to embrace fashion and beauty. Recent collaborations, It was released in late August with Scratch Nails, allowing customers to match their nails to their rolling papers.
Paper + Ink founder Carolyn Chu says she’s also been approached by big fashion brands, especially since cannabis was legalized in New York last year.
“A lot of companies I talk to want to explore this world, but they don’t know how to do it yet,” says Chou, who worked at Rodarte and Odilon. “The buyers I talk to get it right away and they’re really excited, but then they have to get high-levels to register and they can be more conservative. Once it’s federally legal, I think we’ll see a big change, and all the big fashion brands will get on board.”
But cannabis brands face a unique challenge. The patchy nature of cannabis legalization in the US These brands are often limited in how they can advertise. Cannabis is federally illegal and illegal in 31 states for recreational use.
“There are many challenges around marketing,” Van Brunt said. “Basically, we can’t post anything on Tik Tok without it being taken down. Even on Instagram, we’re very limited in what we can say. We’ve done some advertising with podcasts, but we’re limited there as well. We’ve lost a podcast when other advertisers found out we were advertising there. It’s a big headache for us.”
Chu echoed the sentiment, saying she’s been shadow-banned from Instagram more times than she can count. But with the increasing legalization of cannabis in America, comes new fans and organic traffic. The influx of new smokers bodes well for Sackville, which grew by 200% in 2021 and 185% in 2022.
“We’ve made our website very welcoming and inclusive of curious people,” Dinnin said. “It won’t bother you. If you’ve never smoked before, we’ve got plenty of how-to blogs and tutorials. It opens the door for people to feel more comfortable.
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