Cannabis isn’t the sketchy, gateway drug we once thought it was. With legalization fast approaching, it’s becoming common knowledge that harem-wearing hippies aren’t the only ones recognizing its many benefits. Along with a new class of consumer, innovative companies like Tweed are aiming to make the helpful herb more mainstream.
So naturally, when I learned Tweed was going to be at TOM (Toronto Men’s Fashion Week), I became excited. I caught up with Amy Wasserman, the Director of Marketing for Tweed to get all the details on the stylish event (it involves a runway!) and its purpose to erase any faux-paus around the conversation of cannabis.
1. What has been the focus of Tweed as we approach legalization?
Over the years, Tweed has committed to engaging with and supporting the creative community. Between the Front Yard Shindig music festival we run every year, to the first of its kind Artist in Residence Program, it was a natural progression for us to move into the fashion space.
2. What was the aim of Tweed?
This event was a great way for us to get out into communities we admire and support the creative class in Canada, while at the same time introducing ourselves to that crowd. The creative class is hugely diverse but it’s generally progressive, innovative and inclusive – all highly admirable traits.
3. Why collaborate with TOM?
I started my career in fashion after studying it in University. I’ve always understood how important a medium this is to a lot of people. It’s a form of expressionism and a form of creative freedom, and we value that at Tweed.
4. How were the designers chosen to partake in the project?
We worked with TOM* to identify a list of designers based on their network of Canadian talent. When we initially discussed the opportunity, I was keeping my fingers crossed to secure 3 to 5 designers… Lo and behold, we managed to secure 19 incredible designers to participate, with a total of 38 looks at the show. How cool is that?
5. How do fashion and cannabis mix?
There are still individuals with deeply-rooted stigmas associated with cannabis use and its consumers and it’s on us as an industry to change people’s mindsets with our actions. The fashion industry is filled with taste-makers , innovators, and creators – together with a shared vision for progress, we can move things forward.
6. A lot of companies are targeting creatives – how is Tweed different?
Not all cannabis companies could have done what we did with the same level of authenticity and integration. I’m very proud with how it turned out. Art doesn’t need to be sacrificed for commerce – they can peacefully coexist to bring about something fun and different, which I believe is what we did. Plus, Tweed, the brand, is inherently tied to fashion by way of its name. With strain names like Argyle, Houndstooth and Herringbone.
7. What does the future of Tweed look like?
This event marks the first of many creatively disruptive and fun collaborations for Tweed. We will have to wait and see how the regulations and laws net out over the coming weeks and months, but with clear guidelines in our hands we will know exactly how we can activate and collaborate,
8. What is the biggest take away you want consumers to have?
An open-mindedness to this new and exciting industry.
Just because something is different, doesn’t deem it bad. A fun fact Wasserman shared about cannabis is that cannabinoids (medicinal property in cannabis) triggers the endogenous cannabinoid system found within every single mammal on Earth.
What this means is that many have reported cannabis as an aid in treating an array of conditions such as chronic pain, PTSD, arthritis, stress and anxiety, sleep disorders, epilepsy, female sexual health and so much more. As Wasserman says, ‘weed is part of our biology!’
Excited to hear what Tweed has planned next? Visit tweed.com to learn more.
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