For our Summer 2014 lookbook, we decided to continue our lineage of journalistic lookbooks and cover our home state’s new law, which legalized recreational marijuana. Wherever we go, this is something that people ask us about, so we knew this needed to be documented. In the process of shooting the lookbook, we watched Dr. Sanjay Gupta’s CNN special titled “WEED”, which showcased how marijuana was helping save the lives of patients experiencing deadly seizures and helping others battle cancer. This reinvigorated the need to expose the medical powers of this plant once included in the United States pharmacopoeia. To shoot the lookbook we got a special invite to Native Root’s grow house here in our home state of Colorado. It felt like a school field trip when we saw the growing process and all the steps involved. With over 500 pounds of marijuana on hand, safe rooms mirrored maximum security vaults and served as fertile ground to display the newest collection. The Summer release served as a nice contrast against the magnificent jungle of plants, which was modeled by Jeff Cormack of indie band South of France and Mass Prod of Foodchain. Denver local photographer Jason Siegel shot the lookbook in both the Native Roots’s grow house and at Colorado’s 420 rally. Collection bangers include long and short sleeve button ups, jogger pants, sublimation tees and a slew of detailed cut and sew patterns, not to mention custom tie-dyes. With the first $40 million in tax revenue generated from Denver’s legal marijuana trade being donated to school construction, our “smoke weed for the children” stance has never been firmer. Look for the Summer Collection to debut at Akomplice retailers worldwide and our Webstore in the next 2 to 3 weeks. Also, be sure to stay up to date on the groundbreaking medical advances that this once blacklisted plant species is making possible.
The vaulted room we were let into contained 120lbs of marijuana.
Two of the many eccentric patrons at the 420 rally at City Center Park in Denver.
The Colorado Cannibus Syrup is just one of the many new interesting products sold in recreational stores.
A photo of the 420 rally in front of the Capitol building with the massive crowd and mountains in the back. Also note the giant floating advertisements are joints.
