From stoner chic to runway ready, cannabis couture is smokin hot

The cannabis world is blazing a new trail when it comes to fashion.Gone are the days of tie-dye T-shirts, hemp necklaces and the tired stoner chic of yesteryear.

ADVERTISEMENT Now, the world of marijuana fashion is stepping up its game, swapping patchy flannel for sleek streetwear and boho beads for high-fashion bling.Whether it’s bold runway looks inspired by leafy greens or luxury fashion brands collaborating with high-end businesses, cannabis couture is on the rise, and it’s smokin’ hot.

“Fashion at its best is representative of what’s happening in culture,” said Brett Heyman, founder and creative director of New York-based lifestyle brand Edie Parker as well as the founder of Flower by Edie Parker, her marijuana brand.“It speaks volumes when traditional fashion players embrace cannabis the way they are.” Heyman keeps the Edie Parker lifestyle company, started in 2010, separate from her marijuana company, which she launched in 2019.

“We have a separate LLC because of the payment processor issues and the tax issues,” she explained.And you can use a credit card to purchase goods such as Edie Parker’s handbags – Lady Gaga wore one of the designer’s clutches on the red carpet at the 2019 Golden Globes.

The latest versions are designed with cannabis users in mind, complete with a lighter affixed to the outside of the bags.The way marijuana businesses structure their merchandise divisions varies.

The Dazed approach Dazed, for example, developed its line of cannabis apparel at the same time it was launching its cannabis stores in Massachusetts and New York.Although it doesn’t have separate entities for its marijuana business and apparel line, the company felt that creating a high-end clothing label was important to its brand identity.

“We wanted to distinguish ourselves from just having branded merchandise to doing clothing,” said Chris Vianello, an owner of the Massachusetts-ba...