Jay-Z has announced that he will be launching his own cannabis line called Monogram. The line was created in partnership with Caliva, a California based cannabis company. The Brooklyn native currently works as the company’s Chief Brand Strategist.
“Monogram marks a new chapter in cannabis defined by dignity, care and consistency,” the company states.
“It is a collective effort to bring you the best, and a humble pursuit to discover what the best truly means.”
While marijuana is illegal at the federal level, it is becoming increasingly normalized in much of the country. With more than half of the U.S. legalizing the substance, Snoop Dogg, Whoopi Goldberg and many other celebrities have hopped in the industry. In 2021, more states are expected to legalize marijuana for recreational use.
“We think this is a sea (of) change in terms of the visibility to the industry,” Caliva CEO Dennis O’Malley said.
“We take this partnership with a lot of responsibility, a lot of humility, a lot of accountability moving forward.”