“… Our research with Vox Media shows 70% of us adults believe we are living through transformative change unlike anything experienced in history.”
— DANIEL BINNS CEO, INTERBRAND GROUP. NEW YORK
Celebrity-led cannabis brands — Jay-Z’s Monogram and Seth Rogen’s Houseplant — have won recognition in Interbrand’s “2o22 Breakthrough Brands” for bringing sophistication to the cannabis space as they emerge into the spotlight. Storied New York City-based brand consultancy Interbrand has 45 years of experience in naming the names that will define the next decade in business.
Interbrand’s “2o22 Breakthrough Brands,” conducted in partnership with Vox Media, seeks emerging brands who challenge cultural norms, push sector innovation and looked poised to make the big players take notice. The brands included in this year’s report span fast-growing industries including Web3, climate tech and boutique health brands set to go mainstream. Representing the cannabis industry are Jay-Z’s stylish Monogram brand and actor Seth Rogen’s home-spun and natural-vibed Houseplant.
A collector of vintage ashtrays, Seth Rogen is also a skiller ceramicist and sells his original designs on the actor’s Houseplant online store. PHOTO COURTESY HOUSEPLANT
Making his mark
Rapper, record executive and media proprietor Jay-Z’s Monogram line is produced in partnership with cannabis cultivation giant Caliva of San Jose, CA — with Jay-Z serving as the brand’s chief visionary officer. Jay-Z offers a luxury-based premium product — and often priced as such — with a style that has consumers embracing its refinement and vibe of the la dolce vita. Calvia is owned by San Jose’s The Parent Company, the largest vertically integrated, omnichannel cannabis platform in California. The Parent Company took Jay-Z and rapper Roc Nation’s brands into their fold last year. The Parent Company has 17 other cannabis brands under its umbrella, including Carlos Santana’s Mirayo and Bob Marley’s Marley Natural.
Curated with loving care
Seth Rogen’s Houseplant brand initially launched in Canada in partnership with Canopy Growth. The two companies mutually agreed to end their relationship in 2021, when Rogen expanded the business into the U.S. Curated under the fine nose-for-cannabis of Rogen and his partner, Canadian screenwriter Evan Goldberg, the two reportedly sampled “hundreds” of strains in their Hollywood bungalow in an act of selfless curation. Los Angeles-based Houseplant now carries 14 branded strains, including Diablo Wind, Pink Moon and Pancake Ice — all referencing strains found in Rogen’s 2008 film Pineapple Express. Along with cannabis offerings, the Houseplant website carries unique home goods and smoking accessories chosen by Rogen — including ceramic ashtrays crafted by Rogen, himself.
The Breakthrough Brands report by Interbrand has a track record of honing in on budding industry challengers. Previous years’ Breakthrough Brands have included Miro and Athletic Brewing (2021), A24 and Maven Clinic (2020), Square and Slack (2017), fast food salad restaurant Sweetgreen and Santa Monica, CA-based meditation-wellness company Headspace (2016) — all of which have seen exponential growth since being featured in Interbrand’s previous reports.