22Red is the name of Shavo’s new cannabis lifestyle brand and a reflection of his life.
Musician Shavo Odadjian of System of a Down performs at The Forum on April 6, 2015 in Inglewood, California. (Photo by Kevin Winter/Getty Images)
Synesthesia is the ability to taste color, smell shapes, and hear numbers, among many other sensory overlaps. Since childhood, System of a Down (SOAD) bassist, Shavo Odadjian, has associated numbers with colors, specifically 22—the most prevalent digits of his life.
“I’m born April 22, got married on May 22, and joined System of a Down at age 22. I’ve always worn a #22 jersey on stage,” he says. “To me the number 2 always equaled red and the number 22 is a powerful number [because] it’s the number of manifestation.” It also has to do with building a legacy, selfless service, and correlates with peace and harmony.
His new cannabis company, 22Red, will soon launch strains for those who enjoy the balance of getting high and strong flavors, plus another for those who prefer OG varieties.
“I recently found our signature OG strain after 22 years of not being in LA,” he says. “It’s called 22Church because the exhale smells like frankincense, the smell in Catholic churches.”
22Red is launching with top-notch pre-rolls and high-quality vapes, featuring exclusive strains picked by Odadjian. The clothing line will drop later this fall with shirts, snapbacks, and sweaters. The brand aims to bring interactive visual elements that “takes cannabis culture to a new level,” including secret messages about 22 hidden inside the products.
“In the past, I have had multiple opportunities to do celebrity endorsements and put my name on products, but that is not my style,” says Odadjian. “With 22Red, I have partnered with close friends, a grower, and a clothing manufacturer to create an authentic brand through my eyes. The goal is to stay true to myself.”
As for the future of SOAD? The group is still deadlocked and hasn’t put out a new album in 13 years. Odadjian has been vocal about his hopes for the band’s ability to agree on the direction of their music and get on the same page in regards to a release.
“I’m the chill one who likes to keep the peace no matter the situation,” he says.
Much like the number 22.