“It is important for us to partner with brands like GLCO because it allows Pure Beauty to be seen and understood in a different context and a different audience,” Imelda Walavalkar, co-founder and chief executive officer, Pure Beauty, toldForbes.
“We love cannabis, but it's not our only interest. We appreciate all aspects of creative culture and want to see it manifest in many different forms… fashion, art, philosophy, etc. All things we are passionate about and that are intrinsically connected to cannabis.”
The collaboration was initially released on April 20, and it primarily celebrates a decade in business for the Venice Beach-based luxury eyewear designer. The kit includes a 10-pack of Pure Beauty’s signature mini-joints, aka “babies,” and GLCO’s Hampton X Sun frames in an exclusive colorway.
“For our 10-year anniversary, our goalwas to lean into our Californian DNA,” Garrett Leight, founder and creative director, Garrett Leight California Optical, told Forbes
. “Cannabis has always been a big part of the culture here, and I don't see any reason to shy away from it. Obviously now that it is legal in this state, this is the time to put ourselves in the conversation… When we came up with the idea to venture into [the cannabis] category with a collaboration, Pure Beauty was naturally our first choice.”
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