Weed gear and luxury brand collabs are becoming more common
The Hemper and Fred Segal collaboration is the latest luxury brand foray into weed culture
If I’m being honest, the last thing I (or my family) need in our 1,100-square-foot house is more weed accessories, general issues with overconsumption notwithstanding. But cannabis aesthetics are only becoming better over time, and I feel like, after decades of suffering under the old guard of ugly ass gear, I deserve to indulge a little bit. Plus, I like to share my findings with you.
My recent favorite gear drop is the Hemper x Fred Segal collaboration because it oozes SoCal lore (it’s also half sold out on Hemper’s site, with more availability on Fred Segal). I’m not from here, but I’ve lived in the region for almost 10 years, and having a piece of attractive Fred Segal merch at home makes me feel like I’ve got a part of its counterculture history, to be almost embarrassingly earnest about it.
I’ve always admired Hemper’s drops, though as someone with a lot of weed gear, as mentioned, these days, I tend to gravitate towards one-of-a-kind, higher-end pieces or things that are just too special that I can’t live without them. So, though I think most of them are cute and make great gifts, Hemper’s gear boxes haven’t been much for me, but I’m a weird customer in that I’m not really a customer anymore. Then I got an email introducing the Fred Segal collab, and I decided to jump into the Hemper accessories pool.
The line includes the Beaker Bong, Bubble Bong, Peace Pipe, Heart Ashtray, Peace Hand Ashtray, Peace Sign Ashtray, and Love Catchall. “Born in 1961, Fred Segal has been at the forefront of cultural evolution, embodying the spirit of the counterculture movement,” says Jeff Lotman, Fred Segal’s owner. “It's only fitting that we curate a collection of stylish bongs and accessories,” he added.
I often write and post about brands, goodies, and treats I like. I was so amused by this collab, and, frankly, so were my Instagram followers (San Diegans, in particular, have a nostalgic relationship with Fred Segal. It reminds them of day trips to LA to shop, eat, and get a dose of culture), that I decided to feature it here. I spoke with Bryan Gerber, co-founder and CEO of HARA Brands (which owns Hemper), to ask him a few questions about the brand’s work with Fred Segal. I last interviewed him during the Great Sort-of Rolling Paper Shortage of 2021-22).
[I asked to try and was given the collection for free. I was not otherwise compensated to write this.]
Obviously, this isn't your first brand collaboration, but it might be one of the chicest! Why Fred Segal, and why now? I know the iconic brand has undergone many changes over the years.
The appeal of celebrity shoppers at Fred Segal drew us to this collaboration. We're focused on the cannabis community, while they cater to the mainstream. By merging these two worlds, we can reach new audiences and expand our horizons.
For Fred Segal, the Hemper collab was their segue back into the cannabis industry. The stigma for cannabis is lessening daily, and we were able to inject Fred Segal’s legendary branding and message of positivity and love through a new medium for a new audience.
Fred Segal, much like cannabis, is synonymous with California. They have always been at the forefront of cultural trends and are highly forward-thinking, aligning perfectly with the evolving cannabis culture. The brand is always ahead of the curve, and with the cannabis industry rapidly growing and evolving, the two are a natural fit together.
There are many burgeoning luxury weed accessories brands. Most miss the mark because they lack the right eye behind them. What makes a true luxury collaboration or luxury brand in this industry?
In terms of luxury, the materials you choose and silhouettes are used. We used ceramic, glass, and some silicone on the bongs for this collection.
Using ceramic was a really nice play for the brand, as Fred Segal goes for that super clean white look for all of their products and packaging. We thought that this really lent to their ethos and elevated the collection into the luxury category.
What kind of consumer do you think is buying this collab?
I'd say the target audience is around 30 or older. These people are looking for stylish home decor that they can put on their coffee tables, bookshelves, or desks. They want items that make people say, "Wow, that's really tasteful," instead of, "Wow, you have a bong on your desk?"
To give two examples, many legacy design and retail brands, like Fred Segal and Marimekko, are being purchased and then given new life, often in the form of brand collaborations like this (and through private equity and VCs). What's the point of that, and how does it work for each pole of the collaboration?
Fred Segal's revival is about getting into the cannabis scene, bringing the luxury of their brand with them. This collab helps us reach each other's customers. Their shoppers aren't after hardcore paraphernalia; they want something stylish and tasteful, and this partnership lets us give them exactly that.
Fred Segal is our perfect partner – the brand changed retail and pop culture forever through fearless innovation, strategic partnerships, and future vision. Collabs like this help us also to push the envelope, build new relationships, create new lanes, and ultimately drive culture.
Is manufacturing collaboration items an issue? Are there material and design requirements that might cause you to seek out different manufacturers/makers?
We really extended our capabilities with this collaboration, leveraging ceramic, silicone, and glass materials. We lasered these molds ourselves to make super intricate designs.
Typically, when you do these types of collections with a handmade look, they are often all over the place in terms of quality, size, and shape—it's just not consistent.
At Hemper, we leverage our manufacturing and strategic partnerships to help us determine how to make it precise. It was really special that we could get this really clean-looking product with multiple different materials combined.
What’s next for Hemper? Any more cool collabs?
While I can't reveal all the details just yet, expect some major mainstream crossovers, ranging from clothing brands to beverage companies. Look out for 4/20 next year, when we plan to launch four exciting collabs throughout the month.
In the meantime, you can check out the Fred Segal x Hemper collection on both of our websites!
Thank you, Bryan! The Hemper x Fred Segal product suite is available online via Fred Segal and Hemper and at select Fred Segal retail locations. My favorites are the bubble bong, the “Love One Another” tray, and the peace sign and FS logo ashtrays.
Oh shit! We’re talking about cute weed gear, so I’ve gotta plug my black leather cannabis leaf earrings. Here’s Arizona influencer and creator @tblazeitt looking cute in them, and with code Jackie10, you can get 10% off anywhere on the High on Plants site.
Stay tuned for the next several issues, as I’ve got a lot planned with an impressive suite of guest collaborators: an exclusive look at the chic weed accessories brand that Martha Stewart loves, the doc discusses Cannabis Use disorder, a new column by an industry insider with an accompanying illustration by an acclaimed comic (guess who!?), a Father’s Day gift guide from someone who is not me but has excellent taste, a glimpse into the weed scene in federal prison, musings on weed and Christianity, and much more. I told y’all Cannabitch would be back. Thanks for subscribing!