Thumping, playful club music and darting green lasers straight out of The Matrix greet visitors entering the studio space in Downtown Manhattan where Sundae School, a cannabis lifestyle brand, is showing their Fall/Winter 2019 collection as part of New York Fashion Week: Men’s.
The wall behind the runway is set up to look like a computer screen in a government lab. One tab displays a timer ominously counting down the seconds until the show starts. Other tabs pop up around it, appearing to display mathematical charts and graphs. I realize, upon closer inspection, that they are all about weed.
The timer runs out, the graphics show a user named “KOREANJESUS420” logging in, and the models start to walk.
In the nearly two years that Sundae School has been in the fashion game, they’ve taken streetwear to new heights—and highs. They categorize their pieces as “smokewear,” breathing new life into the passé stereotype that if you’re a stoner,…
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