Cannabis, style brand cross-pollination turns more than a new leaf


At left, Sundae College&#8217s fall and winter 2019 apparel collection in the background with its quickly-to-launch cannabis offerings, which involves pre-rolled joints and vaporizer pens, in the foreground. At correct, label co-founder Dae Lim. (Béatrice de Géa for The Occasions)

When it comes to luxury apparel brands tapping into the increasing recognition of pot, there hasn’t been significantly movement beyond the enthusiastic embrace of the marijuana-leaf motif.

1 will need appear no additional than the diamond- and emerald-encrusted, 18-karat white-gold Happy Leaves necklace Bulgari introduced final year or the green gown from Viktor &amp Rolf’s spring and summer season 2019 couture collection with the quickly recognizable seven-point cannabis sativa leaf emblazoned across the front.

The founders of Sundae College, a fledgling apparel brand primarily based in New York, want to modify that. Following on the heels of the label’s second reduce-and-sew collection, co-founder Dae Lim has decided to branch out beyond style into branded cannabis solutions, which are anticipated to hit California dispensaries sometime in the middle of subsequent month.

A dress from the spring and summer season 2019 Viktor &amp Rolf couture show, left, and a Bulgari necklace, correct, are amongst higher-finish brands&#8217 efforts to tap into cannabis chic. (Victor Boyko / Getty Photos (left), Bulgari (correct))

His upscale unisex smokewear line, which is carried locally by Barneys New York in Beverly Hills as effectively as on the net, appears from afar like any quantity of laid-back, loungewear-meets-workwear labels, but up- close it reveals its nods to the cannabis customer, such as hats with hidden spliff holders, jackets with devoted pipe pockets, intarsia-knit crew neck sweaters that declare “smoking chills,” and toile patterns splashed across sweatpants and shorts that depict cross-legged, robe-clad scholars brushing up on how to roll joints or make bongs.

Lim, 26, explained that the selection to develop from reduce-and-sew into cannabis came out of going to California to study the label’s fall and winter 2019 Green Rush collection, which is themed about the current legalization of health-related marijuana in South Korea (exactly where Lim was born) and the prospect of legal recreational cannabis in New York. (The statement piece of that collection is an immense, cocoon-like puffer jacket inspired by a blunt — a form of joint that is rolled in a tobacco-leaf wrapper.)

The cannabis company “was so fascinating,” Lim mentioned, “and it wasn’t as well lengthy just before we realized that only two types of persons can seriously play in that industry: the persons who have the most funds and the persons who can inform the most incredible stories and can authentically communicate [their brand story].

Looks from Sundae School's fall and winter 2019 presentation during the Feb. 4 men's shows at New York Fashion Week.
Appears from Sundae College&#8217s fall and winter 2019 presentation for the duration of the Feb. four males&#8217s shows at New York Style Week. (Jeannie Sui Wonders)

“Fashion and apparel is exactly where you [currently] see the highest types of branding,” he mentioned. “You go to the Chanel show or the Y-Project show, and they’re exuberantly telling their stories — not straight, although, but by means of photos [and] by means of garments. That sort of brand improvement and narrative improvement hasn’t seriously been taking location in the cannabis market due to the fact it is a new, increasing market. What we’re most excited about is the branding landscape in cannabis.”

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Published: April 05, 2019

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