CEO Of Fred Segal Fashion Brand Talks Cannabis Collaboration: ‘Positive Brand Association Can Enhance Public Acceptance’

“[Inspired by] the laid-back, luxurious California lifestyle, Fred Segal’s brand is compatible with Hemper’s focus on enhancing the smoking experience. Both brands cater to individuals who appreciate quality, aesthetics, and a lifestyle-oriented approach,” says Jeff Lotman, CEO and owner of Fred Segal, in an exclusive interview. This partnership marks an intriguing step as the iconic fashion retailer ventures into the booming cannabis market, aligning with Hemper to create a collection of stylish smoking accessories that resonate with both brands’ ethos.

Fred Segal, synonymous with the “LA Look,” has always been at the forefront of cultural trends and retail innovation. With annual sales estimated in the tens of millions, Fred Segal significantly impacts the fashion industry and popular culture. Its expansion into the cannabis market is a testament to the brand’s ability to stay relevant and adapt to changing consumer preferences.

The Fred Segal x Hemper Line For Chic Cannabis Enthusiasts

The collaboration between Fred Segal and Hemper brings together two trailblazers in their respective fields. Fred Segal, known for its trendsetting influence on the California lifestyle, and Hemper, renowned for its innovative smoking accessories, have joined forces to produce a collection that is both sophisticated and functional. “They did a great job taking our style guide and extracting the 3-color branding elements for their product. As a matter of fact, when they sent in the first set of visuals, we did not have to make any changes as we felt Hemper nailed it right out of the box,” Lotman explains.

The Hemper x Fred Segal collection includes a variety of products such as a beaker bong, bubble bong, peace pipe, ashtrays, and more. Each piece embodies Fred Segal’s signature style while incorporating Hemper’s craftsmanship to not only meet the high standards of both brands but also appeal to a wide audience that values design and quality in their smoking accessories.

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Bryan Gerber, co-founder and CEO of HARA Brands, which owns Hemper, highlights the synergy between the two brands: “Fred Segal’s iconic California style aligns seamlessly with our approach to smoking accessories. At Hemper, we emphasize creating high-quality products that not only offer a great smoking experience but also act as conversation pieces and stylish decor. Fred Segal is a pioneer in cultural trends, constantly pushing the envelope and staying ahead of the curve – this is a goal we share at Hemper. Cannabis culture is synonymous with California, so collaborating with Fred Segal was a perfect fit.”

The cultural significance of this collaboration is profound. “By aligning cannabis products with a high-end, fashionable brand like Fred Segal, the perception of cannabis use can shift from being seen as taboo or counterculture to being seen as trendy and acceptable. This positive brand association can enhance public acceptance,” Lotman explains.

“Together, we are changing people’s perceptions by shifting cannabis’ image from something taboo to something luxurious and sophisticated,” Gerber adds. This collaboration opens new avenues for both brands, allowing them to tap into each other’s customer bases and expand their influence.

According to the executives, the reaction from long-time customers of both brands has been overwhelmingly positive. “Our long-time Hemper customers have shown a lot of excitement about the collaboration with Fred Segal. They really enjoy the collection and appreciate the unique blend of luxury and cannabis culture,” Gerber notes.

A New Chapter In Cannabis Culture

As the Hemper x Fred Segal collaboration gains momentum, the marketing strategy for this unique collection has been carefully crafted to reach both Fred Segal’s traditional clientele and Hemper’s loyal following. “Our marketing strategy for this collection has involved a mix of events and strategic partnerships to reach both of our audiences. We recently hosted a pop-up event in West Hollywood (…) which was super successful. Moving forward, we’re focusing on gaining more mainstream press and attention by selling the collection in high-end dispensaries, and specifically targeting key markets like California and Las Vegas, where Fred Segal has a strong presence,” Gerber explains.

This strategic approach reflects the innovative spirit that both brands are known for. In a December 2023 Forbes cover story by Will Yakowicz, Gerber detailed how Hara Supply, Hemper’s parent company, became a powerhouse in the cannabis industry, producing over 100 million pre-rolled paper cones a month for major cannabis-related brands like Jeeter and Zig-Zag. This background highlights the expertise and credibility that Hemper brings to the collaboration, ensuring that the products are not only stylish but also high-quality.

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Fred Segal’s entry into the cannabis industry also aligns with growing market trends. According to Grand View Research, the U.S. cannabis market size was valued at USD 13.2 billion in 2022 and is expected to expand at a compound annual growth rate (CAGR) of 14.2% from 2023 to 2030. This substantial growth, driven by the increasing legalization of cannabis for medical and recreational purposes, presents a lucrative opportunity for established brands like Fred Segal to enter and thrive in this space.

A Budding Trend: Cannabis Meets Fashion

Interestingly, Fred Segal’s collaboration with Hemper isn’t an isolated incident. The cannabis industry’s growth is slowly attracting established fashion and accessories brands, signaling a potential shift in mainstream acceptance.

Lifestyle icon Martha Stewart recently teamed up with rapper Snoop Dogg and BIC to create lighters and purses. In a Forbes interview, Stewart succinctly captured this trend of mainstream brands winking at cannabis enthusiasts: “[Some] brands (…) are keeping up with cultural shifts and understand their consumers.”

Similarly, Tommy Hilfiger has joined forces with cannabis company Green Horizons, though details of their collaboration remain under wraps. These partnerships highlight the increasing interest from the fashion and accessories world in the cannabis space. Fred Segal’s bold move positions them at the forefront of this burgeoning trend, demonstrating that cannabis acceptance is blossoming beyond niche markets.

Bridging Luxury And 420 Culture

For Fred Segal and Hemper, this partnership is about more than creating stylish smoking accessories: it’s about redefining how cannabis is perceived in mainstream culture. By integrating high-end design with functional smoking products, both brands are challenging outdated stigmas and presenting cannabis use as an element of a sophisticated lifestyle.

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The success of the Hemper x Fred Segal collection shows the potential for future collaborations that bridge luxury and cannabis culture. Jeff Lotman emphasizes the careful curation involved in maintaining Fred Segal’s legacy while embracing new ventures like cannabis. “Curating the cannabis-related products in a way that complements Fred Segal’s established reputation. Focus on high-end, well-designed accessories that fit seamlessly into the brand’s image of luxury and sophistication. Also partnering with reputable and innovative cannabis companies like Hemper that are known for their quality and design. This helps maintain the high standards associated with Fred Segal’s name,” he says.

Looking ahead, both brands are poised to continue driving innovation and acceptance within the cannabis industry. The Hemper x Fred Segal collection is a prime example of how collaboration can lead to groundbreaking products that appeal to a diverse audience. The focus on quality, design, and strategic marketing ensures that this partnership will have a lasting impact on both brands and the broader cannabis market.

The normalization of cannabis is reflected in recent data from Gallup, which shows that approximately 50% of Americans have tried marijuana, and nearly 17% of U.S. adults are current consumers. Additionally, public support for cannabis legalization continues to rise, with 57% of Americans in favor of legalizing marijuana for recreational use. These figures highlight the mainstream acceptance of cannabis and the growing market for related products.

The collaboration between Fred Segal and Hemper extends beyond product development. It’s about creating a cultural movement that redefines cannabis use and integrates it into everyday life in a meaningful way. The positive reception of the collection reflects a growing acceptance and enthusiasm for cannabis products that prioritize both form and function.

As cannabis becomes more mainstream, the influence of partnerships like the one between Fred Segal and Hemper will continue to shape the industry. By aligning with high-end brands and focusing on innovative design, cannabis companies can elevate their products and reach new audiences. The Hemper x Fred Segal collection is a shining example of this potential, demonstrating how thoughtful collaboration can lead to significant advancements in both the perception and acceptance of cannabis.

With a successful launch and enthusiastic customer response, the future of the Fred Segal and Hemper partnership looks bright. The collection’s blend of luxury and cannabis culture has set a new standard in the industry, paving the way for more innovative and impactful collaborations. As both brands continue to push boundaries and drive cultural change, the legacy of this partnership will undoubtedly inspire future endeavors in the cannabis space.