From Sundae School to Nike, these are the brands making power plays into cannabis and hemp fashion — and shifting the culture, too.
There is perhaps no better indication of the normalization of cannabis in mainstream culture than the rise of weed fashion.
Not the tie-dye, Grateful Dead bears-emblazoned duds of the past.
Not the same ol’ appropriated Rastafari motifs or rough, woven hemp textures in shapeless forms.
But real, well-crafted fashion — thinkstreetwear or NYFW — comprised the latest hemp processing technology, softer than cotton, and meant to last decades.
The rise of weed fashion matches a craving from consumers to express themselves. In cities where consumption is still frowned upon in public, it can even be a way to connect with like-minded people with shared … habits.
Weed fashion is as multidimensional as the plant itself — a proud display and celebration of something that society has long encouraged to shamefully hide.
Below are the most established and influential brands in cannabis and hemp fashion.
FULL THC FASHION
Sundae School
Sundae School introduced “smokewear” to mainstream fashion.
Beyond clothes, the brand sells pre-rolls and gummies in the California market, as well as cozy, sesh-friendly streetwear spotted on the likes of Pete Davidson and Euphoria’s Jacob Elordi.
Officially launched in 2017, the Korean-American label made a name for itself at NYFW ‘19 with a men’s Fall/Winter collection inspired by traditional Korean garments, leisurewear, and plays on “higher education” — incorporating buds and joints into models’ hair. Their frequent drops and coveted collabs explore Asian culture, spirituality, cannabis-fueled creativity, athleisure trends, and much more. Altogether, Sundae School creates a welcoming space for stylish smokers of all backgrounds.
HEMP HEAVYWEIGHTS
Jungmaven
Inspired by Baja beach trips and desert adventures, Jungmaven has been on a mission to get everyone wearing hemp-made basics for years.
Jungmaven’s vast t-shirt selection ranges in blends of hemp, cotton, and fleece — and in styles from lightweight tees to French terry textures. The offerings have expanded to include pants, jackets, womenswear, intimates, and maybe the softest 100% hemp bedding out there.
Afends
Afends is a celebration of hemp fashion through the lens of surf and skate cultures.
The Australian brand offers shirts for the street, beach and beyond — outerwear, underwear, pants, and denim. The retailer often collaborates with indie artists on special drops, such as this zippered tee in the Brick and Mortar Supply Chess Club Capsule. The brand has even gone in on 100 acres for their own hemp farm and processing facility, as well as a community gathering place for local artists, gardeners, and cannabis- and hemp-curious folks.
Mister Green
Mister Green is another brand featuring hemp apparel steeped in surfing and skating.
The L.A. store is uniquely tongue-in-cheek, and that attitude has made it a cult favorite in the cannabis and fashion communities. There are always hemp socks and hemp briefs on hand, as well as limited releases of hemp-based pieces such as this hyper sustainable pullover made in collaboration with ARCHES.
Although the fashion is legit, Mister Green has been cemented into contemporary weed culture with its lifestyle accessories such as the iconic Bong Water Nalgene and Hippie Shit fragrance.
CANNA COLLABS
Stevie x Collina Strada
Of all the tie-dye sweatshirt and sweat sets that have dropped since COVID-19 arrived, who could’ve expected a CBD brand would inspire the bougiest? CBD flower and topical brand Stevie made waves a while back with this iconic, impossible weed thong shirt. But it was matching green tie-dye pieces made in collaboration with playful and sustainability-focused designer Collina Strada — complete with a blingy weed leaf earring chain — that really made a mark.
Nike x size? “Hemp” Air Zoom Type
In 2020, Nike unveiled a Zoom Type featuring a raw hemp upper, blue suede and corduroy details, and a double-stacked EVA foam midsole underneath.
The exclusive collab with U.K. retailer size? is long sold out, but it signaled a likelihood that Nike will explore more ways to incorporate influence from the hemp space in the future.
Nike embodies mainstream fashion, which highlights creative one-off collaborations allowing big brands to explore this space without having to deal with the logistical challenges of running a cannabis-related company.
Across the board, though, weed fashion is a playground for taking inspiration from the experiences and lifestyles often accompanying a love for bud as well as a showcase for hemp as a primary material that is more sustainable than many other common textiles.
Get on our list for weekly sports business, industry trends, interviews, and more.
