M Missoni Branches Out into CannabisM Missoni Branches Out into Cannabis

Luxury fashion house M Missoni has partnered with Los Angeles-based cannabis brand Pure Beauty to debut custom cannabis cigarettes.

The pre-rolled THC-containing cigarettes are emblazoned with the fashion brand’s zigzag pattern and debuted Feb. 4 at M Missoni’s L.A. event at Pink’s Hot Dogs.

This psychoactive THC product is the first of its kind to make its way to a luxury fashion brand. Pure Beauty is known for its aesthetic, with a set of eyeballs on each joint and millennial pink boxes to hold them. The M Missoni version will be available to purchase at select dispensaries in California.

“Margherita Missoni was attracted to showing in L.A. because, ‘It’s a place where fashion is not constrained by the rules of the system and is positively influenced by different lifestyles and passions,’” says Imelda Walavalkar, cofounder, Pure Beauty. “Pure Beauty perfectly aligns with that perspective. But, as a weed brand focused on resource conservation, what also excited us about this collaboration was M Missoni’s commitment to reuse, remix and respect the brand’s existing inventory with an eye toward sustainability.”