Fashion and Cannabis: How to Build a Smoking Accessories Brand

The cannabis industry transcends growing and selling marijuana products at dispensaries. If you want to capitalize on the movement, the smoking accessories market is an excellent opportunity. In this post, we provide step-by-step instructions on how to build a smoking accessories brand. In addition, we’ll explore some of the most successful cannabis fashion companies to help you learn what has worked in the past.

The Potential of the Smoking Accessories Market 

According to Grand View Research, the global smoking accessories market was valued at $64.4 billion in 2021. Furthermore, the industry is expected to expand at a compound annual growth rate (GAGR) of 4% from 2022 to 2030. 

While there is an incredible amount of potential, the smoking accessories market is broad, consisting of everything from bongs and vaporizers to hoodies and socks. Therefore, the most practical way to approach the smoking accessories market is to establish an influential cannabis lifestyle brand allowing you to explore various aspects of the diverse industry. 

Popular Cannabis Lifestyle Fashion Brands 

We’ve picked 3 of the most prominent cannabis lifestyle brands to show you how they’ve broken through to mainstream culture. 

Cookies SF 

Cookies started as a dispensary franchise with signature strains. The iconic cannabis brand founded by rapper and advocate Berner launched an apparel line in 2015. Today the clothing line has flagship stores all over the US and is carried by hundreds of retailers across the globe. Cookies has an extensive line of outerwear and more cannabis-specific products like storage containers, smell-proof bags, and rolling trays. 

The success of Cookies is built on a design aesthetic that intersects cannabis, music, and art. Cookie clothing doesn’t feature over-the-top cannabis imagery, but everyone in the community can immediately identify the brand. 

HUF 

Professional skateboarder Keith Hufnagel founded HUF in 2002. The brand didn’t start as a cannabis brand but grew to be globally recognized because of the famous HUF weed leaf socks. 

LRG 

Lifted Research Group, or LRG, is another global brand that uses subtle cannabis references to gain mainstream appeal. The clothing company has been worn by countless artists, including Wiz Khalifa, Logic, The Game, and Benny the Butcher. Clothing industry veteran Bryan “Weezy” Wilson is responsible for launching brands like LRG and Cookies into the mainstream. 

How to Build a Smoking Accessories Brand 

The most successful cannabis lifestyle brands have taken different approaches but have many commonalities in design and marketing. Below we provide a step-by-step guide on how to build a smoking accessory brand. 

Find Your Niche 

All 3 brands we featured identified a niche within their target market to build a passionate following. 

• Cookies leveraged the success of the dispensaries and craft cannabis strains to launch clothing and other accessories.
• HUF emerged from skateboarding and catered to the cannabis community to grow the brand.
• LRG partners with popular hip-hop artists and cannabis activists to reach the cannabis community. 

Build a Social Media Strategy 

A solid social media presence is crucial to launching a lifestyle brand. To build a digital following, you must create valuable, unique content and post consistently across multiple platforms. 

Reach Out to Influential Figures in the Industry 

Reaching people on social media isn’t possible by posting alone, especially for growing brands. Jumpstart your network by collaborating with figures in the community that already have a fan base. 

Create Quality Products 

Cannabis fashion doesn’t have to be purely aesthetic. Brands like Cookies and LRG have experienced success by offering functional smoking accessories that appeal to the cannabis community. For example, Cookies sells smell-proof backpacks and LRG offers clothing with hidden stash pockets. 

Conquer the Smoking Accessory Market 

Launching a cannabis brand isn’t easy, but if you find a niche that hasn’t been met, you’ll experience growth. The cannabis industry is still taking shape, and there are plenty of opportunities to capitalize on unmet needs within the industry.