How Cannabis Apparel Became a Multi-Million Dollar Subsector

Cannabis fashion used to mean tie-dye T-shirts, hemp necklaces, and a big neon leaf on the chest. Today, it spans full streetwear collections, limited-edition drops and even runway looks, turning “weed wear” into a multi-million-dollar subsector that sits at the intersection of fashion, music, and the legal cannabis industry. MJBizDaily notes that marijuana fashion has shifted from “tired stoner chic” to sleek streetwear and high-fashion bling, reflecting the plant’s mainstream cultural rise.

One of the clearest proof points is Cookies SF, the lifestyle brand built by rapper and entrepreneur Berner. Cookies started as a cannabis strain and dispensary brand, but its clothing line has become a powerhouse of its own. Berner has said the overall Cookies business is now worth at least $1 billion, and a recent profile reported that the clothing line alone generated more than $50 million in annual sales, much of it from hoodies, tees, and accessories. That kind of revenue firmly plants cannabis apparel in “serious fashion business” territory.

At the same time, the sector has diversified far beyond logo hoodies. Luxury cannabis brand Binske, for example, launched its “Le Binske” fashion line in collaboration with Los Angeles label L’equip, offering jeans and leather goods that echo the brand’s art-driven packaging rather than relying on obvious leaf graphics. New York concept store Gotham has partnered with runway designers at New York Fashion Week, using capsule collections and shows to position cannabis as part of high fashion and urban culture.

Fashion media has taken notice. Vogue has reported that cannabis brands are borrowing from fashion public relations playbooks to present themselves as luxury goods, using campaigns, lookbooks, and collaborations to reach style-conscious consumers. Cannabis-inspired prints have even appeared in collaborations between major houses like Prada and Adidas, signaling that “weed aesthetics” now have a place in the global trend cycle.

Alongside these headline names, a long tail of niche labels has emerged. Weedmaps highlighted an entire ecosystem of “weed apparel and streetwear brands for stoners with style,” offering everything from subtle plant motifs to loud all-over prints. Academic work on drugs in mass culture now cites cannabis clothing as a distinct category of lifestyle branding, recognizing that apparel functions as both advertising and an identity signal for cannabis communities.

Sustainability trends have helped fuel growth too. Hemp textiles, once a counterculture staple, have been reframed as eco-luxury. Allied Market Research estimates the global hemp clothing market at $2.29 billion in 2021, with projections to reach $23.02 billion by 2031. While not all hemp garments are marketed as “cannabis apparel,” many cannabis-adjacent brands lean into hemp’s low-impact, durable reputation to appeal to environmentally minded consumers.

All of this has happened under tight advertising restrictions. Because many cannabis companies cannot freely advertise products on mainstream platforms, merchandise has become a crucial, legally safer brand touchpoint. Lifestyle-driven apparel lets fans support their favorite brands even in jurisdictions where they cannot buy the plant itself, and it travels globally via e-commerce long before cannabis laws catch up. As legalization and cultural acceptance continue to spread, the demand for clothing that reflects cannabis identity—whether loud, luxury, or quietly coded—keeps turning this once-niche novelty into a durable multi-million-dollar subsector of both fashion and weed.