After basking in the terpene-rich atmosphere of The Madrones—a weed and wine resort in Mendocino County known for its curated landrace varieties from The Bohemian Chemist—I was inspired to find something similar in Los Angeles. Why landrace strains matter Landrace cannabis strains are the earth’s pure expression of the plant. Native to regions like South […]

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California-based cannabis firm The Parent Company announced on Monday the launch of RCVRY, a new brand co-founded by professional esports player Nordan Shat, aka FaZe Rain. Created in partnership with The Parent Company’s Caliva premium cannabis brand, RCVRY will open early access to the brand on Monday, September 12th at 1:00 PM. The first 33 entrants will receive guaranteed access to RCVRY’s launch products, limited-edition brand swag and VIP privileges at RCVRY’s upcoming launch event in West Hollywood. 

RCVRY is a cannabis brand created to support a lifestyle focused on wellness and creativity. FaZe Rain was inspired to begin the RCVRY project following his difficult recovery process from severe nerve damage, when cannabis became an important piece of his well-being. The launch will include limited drop eighths of the “Rainz Runtz” strain, which was hand-selected by the RCVRY team in collaboration with The Parent Company (TPCO). The strain gives off a faint berry-like smell and is part of the same lineage as the Zkittles and Gelato phenotypes, the brand reports. Rainz Runtz will be available in limited quantities exclusively at Calma dispensary in West Hollywood and will not be available for delivery.

“When I started my journey with cannabis back in 2015, I had very little knowledge on the different strains and experiences available to consumers. As I learned more about the space, I saw a need to further the potential of the industry by helping to advance the mainstream acceptance of cannabis,” Shat said in a statement from The Parent Company. “RCVRY was created to further that goal and change opinions on cannabis while providing a consistent source of top-tier flower to all RCVRY community members. We are focused on delivering the cleanest cannabis possible to our consumers.”

Esports Star and Brand Founder

Shat is the co-founder of the popular esports and entertainment organization, FaZe Clan, which he founded with Quinn “The Wizard”, Yonatan Hagos and Erick Kahn. The Parent Company CEO Troy Datcher said that FaZe Clan, a lifestyle and media platform rooted in gaming that has garnered more than 500 million followers across social media platforms, will help extend the reach of the new brand. FaZe Clan’s roster of content creators, esports professionals, and world-class gamers includes Kyler Murray, LeBron James Jr., Offset, Snoop Dogg and more.

“We are thrilled to partner with Nordan Shat, aka FaZe Rain, and the RCVRY team, who share our passion for the plant,” said Datcher. “The FaZe Clan brings an immense audience, and our collaboration represents a prime opportunity to unlock the synergy between gaming and cannabis communities. My priority continues to be optimizing our portfolio of high-quality, authentic brands, and our partnership with RCVRY is another strong addition to our roster.”

Cannabis retailer Calma West Hollywood will host a meet-and-greet appearance on Saturday, September 17th from 1:00-4:00 PM with Shat and friends to celebrate the launch. At the event, Shat will interact with customers while offering limited-edition merch giveaways and the opportunity to experience an onsite photo booth.

The new RCVRY product features a QR code that will provide customers access to a survey contest featuring questions about the esports star. The winner will receive the chance to hang out with Nordan and friends at a private L.A. location after the event. The event is open to consumers 21+ (or 18+ with a medical recommendation). All profits made from the launch will be donated to “peer-to-peer” recipients in need of financial assistance, with the objective to promote natural and healthy living.

New Brand for The Parent Company

Datcher wrote in an email to High Times that the new collaboration is in line with The Parent Company’s strategy to create authentic brands, adding that RCVRY is “a strong addition to our brand portfolio.”

“During my first meeting with Nordan, I was incredibly moved by his story but also inspired by his commitment to the plant and understanding of the benefits of cannabis,” he said.

Although he is keen on those benefits, Shat doesn’t necessarily see his cannabis use as medical, saying in a virtual interview that “I enjoy cannabis recreationally because the plant helps me feel more like myself.” Consistent with the RCVRY brand’s initial product offering, Shat says that smoking is his favorite way to consume cannabis.

“When it comes to cannabis, I prefer smoking flower,” he said. “That is why we worked with TPCO to find the best flower for RCVRY that my team would love and we hope the people love it too.”

Although he kept mum on any additional celebrity collaborations that might be in the works, Datcher teased some new initiatives to strengthen The Parent Company’s portfolio of brands.

“We’re about to embark on a very exciting period for The Parent Company and its portfolio of brands, including updates to our current product lines and expanding our partner brand offerings,” he said. “Our commitment to our consumers remains strong, and we will continue to collaborate with partners who have true connections to the cannabis community to bring safe, high-quality, and authentic products to market through our owned retail channels as well as third-party retail partners.”

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There was a lucky vibe for Friday the 13th, at the grand opening for cannabis consumption lounge The Woods, co-owned by actor and cannabis entrepreneur Woody Harrelson. Located in West Hollywood, California, the newly remodeled storefront is one of the first of a slew of consumption facilities slated to open in the city over the next two years.

“It’s the most auspicious day, which is why we did it today,” Harrelson told High Times. He explained the years-long process, which has finally led to the sunlit space on Santa Monica Boulevard.

“It was years even before that because my friend and partner Samba (dispensary owner Devon “Samba” Wheeler)—he has now three dispensaries, ERBA Markets—anyway, he was a good friend of mine even before he went off into that stuff, and he was talking to me, ‘You know, you should do it.’

“And I was like ‘I don’t know, what if the feds decide to crack down? What do you do?’ It just depends on how aggro the administration is. So, it just felt a little bit too dicey. Then, he convinced me and we started looking at places—years ago, we started looking. A place on Sunset, here and there, Malibu, everywhere. I came and saw this place with him and I’m like this is the most beautiful place; I went and I hung out in the back area—that’s not actually open yet—it has a koi pond, tropical plants.”

The new lounge’s showroom is white with exposed brick and beams, lots of wood (of course), and large enough to accommodate a throng of event attendees. The doors were officially opened with a ribbon-cutting ceremony and the presentation of a Certificate of Welcome from the City of West Hollywood by Mayor Lauren Meister. Several city officials also were there, along with media, and cannabis industry insiders, some of them in Los Angeles to attend this weekend’s Emerald Cup event. Harrelson is slated to judge at the event.

A longtime advocate, Harrelson said he would continue to support legalization of cannabis on a federal level and legal reforms, especially for those currently imprisoned on cannabis charges.

“If advocacy means shooting my mouth off, then I’m going to continue to do that,” Harrelson said.

“It’s absurd,” he continued. “There are these things called consensual crimes, or victimless crimes, and those are the crimes that don’t hurt anybody other than the person perpetrating the crime, right? Like gambling, drugs, prostitution. To me, if you’re not hurting someone else or their property, you should be able to do whatever the hell you want. I’m not condoning gambling or drugs or anything—I’m just saying, in a real, free society that pretty much should be the definition. The government tries to say, ‘We’re going to put you in jail,’ which they have done for so many years, ‘because you like marijuana.’ That’s pretty absurd and I think it’s pretty much of an overreach.”

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First reported by the Los Angeles Times, the geographically small city of West Hollywood plans to rebrand itself as a cannabis mecca, or as “Emerald Village”—a name coined by a cannabis trade group of the same name. At less than two square miles in size, the city is packing in cannabis businesses, and could reinvent itself as the “Amsterdam of the far West.”

“Welcome to the Emerald Village, the capital of cannabis culture,” the organization says on its website. “We invite you to explore all the gems West Hollywood has to offer in this golden age of cannabis including culinary, wellness, entertainment, nightlife, art and personalized experiences.” Emerald Village calls itself the “official marketing organization for licensed cannabis businesses in West Hollywood.”

West Hollywood is currently home to just six dispensaries, but city officials plan to approve as many as 40 cannabis permits over the course of the next year.

West Hollywood is already home to one cannabis retailer for every 5,959 residents—a much higher concentration of cannabis businesses than even Los Angeles. West Hollywood Community and Legislative Affairs Manager John Leonard told Los Angeles Times that the city received over 300 applications for just eight licenses to operate dispensaries in 2018.

It would be a rebrand from West Hollywood’s current status as the LGBTQ “main street” of Los Angeles—with over 21 gay bars on Santa Monica Blvd alone. But the city’s high focus on retail is ideal for cannabis brands as well.

Current member organizations of Emerald Village West Hollywood include Alternative Herbal Health Services (AHHS), The Artist Tree, CALMA, LA Patients and Caregivers Group (LAPCG), MedMen and Zen Healing Collective.

“I really see it as a place that can redefine what the image of cannabis is to the general public,” Kelly Lyon, of The Artist Tree told CBS News. “It would be awesome to be able to have a business where you can appreciate art. If yoga is more your thing, you can walk down the street and do that while you consume and everyone is sort of bringing a different idea to the table.”

It makes sense—considering that West Hollywood is already a pioneer in cannabis culture. A few years ago, Lowell Farms opened what it called “America’s first cannabis restaurant,” a café serving cannabis-infused foods.

“From the first cannabis café in the United States to entertainment and art venues enhanced by cannabis, West Hollywood’s Emerald Village is home to the most unique and creative cannabis experiences in the world,” Scott Schmidt, Emerald Village Executive Director told WeHoville. “The Emerald Village is ready to welcome travelers who will appreciate our imaginative cannabis experiences alongside our iconic LGBT nightlife, entertainment, world-class hotels, award-winning restaurants and strong sense of community.”

The development is being driven in part by celebrities. The Parent Company—Jay-Z’s massive cannabis enterprise—recently purchased the female-run CALMA, a West Hollywood dispensary according to an October 4 press release. Patricia Arquette plans to open an edible lounge in the Flaming Saddles building—the same building where Prince recorded “Purple Rain.”

Woody Harrelson launched numerous attempts to become involved with cannabis businesses in West Hollywood, getting denied a dispensary permit in 2016. Bill Maher is also getting involved in the business plans.

Clothing and fashion stores are also getting involved. Fred Segal’s flagship Sunset location, which sits on the West Hollywood-Los Angeles border area, hosted a cannabis pop-up that drew The Freak Brothers cast Pete Davidson, Blake Anderson, John Goodman, Andrea Savage, Phil LaMarr and Danny Gendron.

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