The cannabis industry is no stranger to reinvention, and its latest transformation is turning heads in fashion circles. What was once associated with tie-dye tees and hemp necklaces has evolved into a stylish fusion of luxury and practicality. From bold runway looks to sleek streetwear, cannabis couture is carving its place in the fashion industry—and it’s anything but hazy.
A Cultural Shift in Style
Cannabis fashion is growing up. Designers are shedding the old stoner stereotypes and embracing modern aesthetics that appeal to a broader audience. Brett Heyman, founder of lifestyle brand Edie Parker and cannabis brand Flower by Edie Parker, says this shift is reflective of broader cultural changes.
“Fashion at its best is representative of what’s happening in culture,” Heyman explained. “It speaks volumes when traditional fashion players embrace cannabis the way they are.”
Heyman’s Edie Parker brand has made waves with its designer handbags, even making appearances on red carpets. Her latest designs cater to cannabis enthusiasts, featuring functional additions like built-in lighters. But Heyman keeps her cannabis and lifestyle brands under separate legal entities, citing tax and payment processor challenges as a driving factor.
Blending Business and Style: Dazed Sets the Tone
Massachusetts-based cannabis company Dazed is another example of how the industry is merging style with substance. From the start, the company envisioned a high-end apparel line that would complement its cannabis retail business.
According to co-owner Chris Vianello, this move was about creating a distinctive identity. “We wanted to distinguish ourselves from just having branded merchandise to doing clothing,” he said.
Although apparel sales make up a small portion of Dazed’s overall revenue, the brand’s vintage-style jackets, socks, and concealed-pocket hoodies are gaining traction. By partnering with Stache Co, Dazed is combining innovation and fashion, appealing even to non-cannabis consumers.
Vianello compares the brand’s approach to that of Bass Pro Shops, whose iconic hats have found popularity far beyond fishing enthusiasts. “We hope to develop something like that,” he added.
Dazed even made a splash at New York Fashion Week, with a van branded with “Free Weed” shuttling attendees between events. While no free cannabis was actually handed out, the bold marketing move turned heads and introduced the brand to new audiences.
Planet 13: A Business Model That Stands Apart
Las Vegas-based Planet 13 Holdings has taken a different approach to its cannabis-adjacent fashion line. By creating Planet 13 Lifestyles as a separate entity, the company sidesteps the legal and logistical challenges tied to the cannabis industry. This strategy allows them to market freely, accept credit card payments, and expand their merchandise business beyond the confines of cannabis laws.
“It’s not a cannabis business, so there are no restrictions around marketing sales, credit card use, or banking,” said Lee Fraser, the company’s chief administration officer. The move is paying off, with Planet 13 Lifestyles seeing international orders roll in from countries like Germany, the Netherlands, and the U.K.
By leveraging its already recognizable brand name, Planet 13 is turning its lifestyle business into a global operation. Fraser, who previously worked on Warner Bros.’ Harry Potter retail stores, emphasized the scalability of e-commerce. “Nothing beats the size and scale of being able to sell online,” he noted.
The Future of Cannabis Couture
The intersection of cannabis and fashion represents a cultural and economic shift. As attitudes toward marijuana continue to evolve, so does its presence in mainstream markets. Whether it’s through edgy streetwear or high-end collaborations, the cannabis industry is finding ways to connect with new audiences.
From New York to Las Vegas, these brands are proving that cannabis couture isn’t just a passing trend. It’s a statement—and it’s here to stay.