af Louis JensenIllegal 11

Growing Weed…Brands

Since the Colorado phenomenon back in the start of 2014, more and more people are investing time and money into the Cannabis industry, and, in particular, establishing a recognisable brand. With the establishment of America’s first weed brand, Dixie, founded by retired property investor Tripp Keber, who produce various edibles, oils and vapourizers. It is no surprise that the rest of the world is jumping on the ever floating band-wagon.

However the industry doesn’t just stop at retail consumption. Consumer Cannabis is making moves in fashion. I’m not talking about the Adi-hash t-shirts that you can pick up on the Damrak in Amsterdam, but highend brands with integrity to their approach and a strong ethos. America has had the rise of the HUF brand and their range of weed socks, utilising solid collaborations with sub-culture brands such as Thrasher.

With the UK slowly following in the foot- steps of the US, we are starting to see emerging brands, such as Cheese London, with increasing influence within the culture. A product of its own society, Cheese London is a fast growing streetwear and lifestyle brand that has its roots heavily planted in Hip Hop and Graffiti culture. Weed smokers have a bad reputation, which is not helped by their association with weed brands, which are a bit ‘cheesy’ (no punintended), and low end garms that carry certain stereotypes. Suddenly you have the cliche image of smoke shops in Camden Market, or the Cheech and Chong movies in your mind. Cheese London exists on a higher plain to these stereotypes.

The brand’s imagery and content is of the highest grade, using only the highest quality graphics, materials and artists, such as world-renowned Ben Eine. Culturally, Cheese London represents the same people that support the ethos of Cheese London. It’s an organic relationship. A lot of brands pay a lot of money to appear authentic, whereas Cheese London are living it. The brand is represented and sup- ported by some of the biggest and most respectable names in the creative world which solidifies people’s belief in the brand and what it represents.

Cheese London has an advantage over the market in the UK. Until we have decrimina- lisation or legalisation, brands like Cheese London will essentially stay ‘underground’, on the forefront, which gives it that constant insight to the culture and what makes it tick. Once prohibition is lifted, these brands will be established and desirable to investors. We may even see Cheese London dispensaries in the future.