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Photo by MICHAEL TYRONE DELANEY / Pure Beauty

News | 04.28.2022

Fashion Meets Cannabis: The New Aries X Pure Beauty Collaboration

The new collection will drop a cannabis strain and five stoner-approved apparel items.

Sometimes, the most knowledgable and experienced cannabis connoisseurs are also those with a keen eye for fashion, and now, you can merge your marijuana consumption with fashion through the latest collaboration between Pure Beauty and Aries. 

Los Angeles-based cannabis brand Pure Beauty wanted to partner with London-based fashion brand Aries for a list of reasons. Before we get to those, we encourage you to snag the new weed strain aptly named “Gateway” in support of the new collaboration. 

In an interview with High Snobiety, Pure Beauty CEO Imelda Walavalkar said working with Aries’ founder Sofia Prantera “felt really organic.” Additionally, she hopes the new collaboration will “inspire self-expression and our ability to see and experience the world in new and unexpected ways.”

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Photo by MICHAEL TYRONE DELANEY / Pure Beauty

The “Gateway” strain was inspired by the euphoric and zen effects cannabis has to offer but named after the stigma that weed is a gateway drug. The strain comes in a pack of five pre-rolls at $45 and sells exclusively under Pure Beauty’s brands at Medmen in California. Aside from the strain, the collaboration also revealed five collection items like a logo tee and a short-sleeve button-down shirt, all ranging from $120 to $310.

Aries has become known for its trippy and psychedelic graphics, which is distinctly featured on the apparel alongside Pure Beauty’s staple emoji motif. In addition to Medmen, you can purchase the collaboration’s apparel at the Venice-based independent boutique LCD, which will also feature its logo on the apparel.

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Photo by MICHAEL TYRONE DELANEY / Pure Beauty

If you’re looking to purchase the collab’s collection online, do so at Pure Beauty’s online shop as well as Aries’ official website. Pure Beauty has always been enthusiastic cannabis advocates and has worked hard to help destigmatize the plant. The new line is the perfect way to “help push the envelope of conventional society,” Walavalkar told High Snobiety.

The main focus of the partnership is to further normalize cannabis use, but Walavalkar also mentioned that “It feels really good to wear sweats when you are stoned. Aries makes really great sweats.”

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