Anyone else love the nostalgia of the 1990s? You’re not alone. In fact, new-kid-on-the block California cannabis brand High 90’s, launched amid the pandemic, is made for everyone who remembers 90s road trips, fluorescent spectrums of color, beach trips made for stoners, and the sex appeal of living free.
So how did the brand come to be? “It all started as both a vision and a dream,” say the founders who choose to remain mysteriously anonymous. “We were just a group of cannabis enthusiasts that really loved experimenting with different flowers and concentrates. We knew there was not a lot on the market that offered what we wanted, so we decided to start our own brand. We always loved fashion, so combining lifestyle aesthetics and cannabis was natural to us—and our fans and consumers love it!”
The thing about High 90’s’ founders is they haven’t been public and are a complete mystery. So it’s left to creative and marketing director Kelly Tran to represent the brand. Tran has made sure to surround herself with a truly diverse group of talent. The team is made up of Asian American Pacific Islanders and Hispanic and Latinx team members, and the recent acts of violence against the community has spurred a more conscious brand vision.
“The recent hate crimes that have been targeted against Asian Americans and Pacific Islanders not only affect the AAPI community, but our community of Los Angeles,” says Tran. “Educating our audience via our most-used platform Instagram has allowed us to do our part to increase awareness and spread more positivity to our followers.”
As for the female sexual prowess visible throughout the branding, the anonymous founders assure us they are all about female empowerment and supporting women: “It’s in our core values. We are very aware of the social climate in regard to these topics, so when it comes to navigating the brand, we take into consideration how people will perceive us while also educating ourselves every day. We want everyone to feel good about themselves and always uplift and celebrate all individuals, no matter their gender identity or sexual preference.”
You be the judge.
