How Celebrities Are Reweaving Cannabis Into Fashion Today
Cannabis has long held a subcultural thread in fashion—tie-dye tees, leaf motifs, underground stoner labels—but over the past few years, the landscape has matured. A new wave of celebrity-led or celebrity-aligned cannabis fashion brands is redefining how the plant appears on the body: subtle, stylish, and cultural. Here are some of the most notable players in 2025, their designs, and the cultural flair they bring.
Binske × L’equip: Discreet Luxury Cannabis Streetwear
Binske, a luxury cannabis brand known for elegant branding, recently launched a streetwear apparel line in collaboration with L’equip. They intentionally avoid giant cannabis leaf patterns. Instead, the designs draw from the botanical artwork on their product packaging—birds, florals, butterflies—allowing for an “if you know, you know” aesthetic. In a market crowded with overt styles, this direction signals a shift toward sophistication in cannabis fashion.
Jet Life Apparel (Curren$y)
Rapper Curren$y—already associated with cannabis culture—has extended his brand into style through Jet Life Apparel. His fashion line weaves in nods to his lifestyle: luxury cars, flight imagery, and subtle weed references. The brand is a modern example of how a celebrity can bridge cannabis identity and streetwear without leaning fully into stereotype.
HUF: Skate Culture Meets Cannabis Roots
Though not a cannabis brand per se, HUF continues to bridge skate culture with weed influence. Known for its “Plantlife” socks and 420-themed capsule drops, HUF shows how legacy streetwear brands can adopt cannabis symbolism without feeling gimmicky.
Sundae School & StonerDays: Boutique Smoke Wear
Emerging labels like Sundae School and StonerDays are forging identities rooted in cannabis aesthetics and streetwear culture. Sundae School, originating from Korean-American design roots, markets itself as “boutique smoke wear,” mixing silhouette, pattern, and weed references in creative ways. StonerDays leans playful and bold—graphic tees, puns, cannabis motifs, or occasionally pop culture mashups. While neither is strictly “celebrity cannabis,” their influence in the space is growing and often intersects with celebrities, influencers, and limited drops.
Legacy Names with Apparel & Lifestyle Extensions
- Cookies (by Berner): Perhaps the most established cannabis brand to crossover into fashion, Cookies offers clothing, accessories, and streetwear tied to its cannabis identity.
- Potent Goods: Though not new, it remains relevant. Launched by Juicy Couture cofounder Gela Nash-Taylor and her son, Potent Goods continues to position itself at the intersection of design and cannabis culture. Its apparel and accessories aim for elegance over novelty.
- Smoker’s Club: Co-founded by Jonny Shipes, this lifestyle and cannabis venture includes clothing drops tied to music, culture, and cannabis identity.
Reframing the “Culture Code”
As these brands evolve, we see several shifts in how cannabis fashion is being articulated:
1. Subtlety over Symbolism
Modern lines favor botanical motifs, packaging aesthetics, texture play, or color palette cues rather than screaming pot leaves. Binske’s designs are emblematic of this new approach.
2. Crossover with Streetwear & Drop Culture
Limited drops, capsule collections, collabs with established streetwear brands—all of this is now standard playbook. These launches energize hype and allow cannabis fashion to sit more comfortably in fashion discourse.
3. Cultural Signaling & Identity
Brands are using apparel as a way for consumers to express belonging—to cannabis identity, to music communities, to creative circles. Cannabis fashion is no longer only a gimmick, but a signal of taste, values, and subculture affiliation.
4. Normalization & De-stigmatization
When celebrities, respected designers, or respected streetwear brands endorse cannabis lines, it helps shift public perception. Cannabis becomes less of a taboo and more of a design language.
Where the Smoke Meets the Runway
Cannabis fashion in 2025 is no longer niche novelty—it’s folding into culture, streetwear, and design conversations. Brands like Binske × L’equip elevate motifs over slogans, Jet Life Apparel channels celebrity lifestyle, and boutique smoke-wear labels like Sundae School and StonerDays push the boundaries of aesthetic coding. Meanwhile, legacy brands like Cookies and Potent Goods anchor the narrative.
In a world where what you wear says so much, cannabis fashion is quietly rewriting its code: style as signal, identity as art. Discover how influencer brands move Nevada’s whole sale market here.