Two new lifestyle-meets-cannabis publications are changing the stoner stereotype

Stoner culture has long been more aligned with black lights and Baja hoodies and, more recently, ironic Instagram handles than things chic, minimalist, and Vogue-worthy. Those days are coming to an end with the debut of two new stoner-chic publications: Gossamer, featured on Business of Fashion, and Broccoli, profiled on Vogue. Stylish, smaller cool-girl publications like Dope Girls and the Seattle-based Women.Weed.Wifi, a platform focusing on female empowerment and a love of cannabis, have also launched in the last year or two.

Both of these magazines have very Glossier-style branding — beautiful, sparsely decorated photos, minimalist fonts, Instagram-worthy color palettes. I set out on a quest to figure out how weed became chic, and I suspect most of the credit is owed to Broad City and the huge uptick in vaping, a much more discreet way to get high than taking a bong rip a la college dorm room.

Broad City and High Maintenance normalized getting high for everyone from young professionals to older women who like bird watching. I was at a fancy Cape Cod wedding this summer where it seemed like literally everyone was vaping. Somehow PAX vaporizers seemed right at home alongside Cape Cod blues and Adirondack chairs.

Weed is big business nowadays. The legal marijuana industry generated $6.7 billlion in 2016, and it’s been the second-biggest growth industry in the US. One in eight Americans say they smoke weed, a figure nearly doubled from three years ago. A new poll released yesterday from Gallup showed a record-high 64 percent of Americans supported decriminalizing the drug. Now, these publications are stepping in to fill a void in weed media geared toward women.

“No one was speaking to this massive group of women who are creative, driven, intelligent, and have a lot of interests outside of weed,” Anja Charbonneau, founder and creative director of Broccoli magazine, told Vogue. “As legalization expands, I’ve been excited by a lot of the companies popping up that are prioritizing good design and consumer-friendly products, many of which are owned by women.”

Charbonneau was the former creative director at Kinfolk, and fellow lifestyle-meets-cannabis publication Gossamer was cofounded by Lucky Digital Editor Verena von Pfetten and former Digg Chief Creative Officer David Weiner. Even Man Repeller’s Leandra Medine is in on the game as an advisor to Gossamer.

Gossamer will go live online Friday with a newsletter series and a biannual print publication to follow, while Broccoli launches at the end of November and will be published three times a year. Getting high and being part of a fashionable, open-minded community of women? OK, we’re in.

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