Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.
The collaboration marks the first time a luxury fashion house has worked with a cannabis brand.
February 4, 2020
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.”
Read more about:Cannabis
License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.
Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.
Subscribe for updates directly into your inbox.
You May Also Like
Exclusive: Sunlight Entertainment and pocket.watch Expand Ryan’s World BrandMar 4, 2024
Hilton, AutoCamp Partner for Outdoor Lodging ExperiencesMar 4, 2024
Jones Soda, Prime Video, Kilter Films, Bethesda Game Studios Announce New SodaMar 4, 2024
Kung Fu Tea, Dreamworks Animation Releasing ‘Kung Fu Panda 4’ DrinksMar 4, 2024