September 27, 2018

When we were approached by Four20 Premium Markets to do a collaboration for custom gear, we were on the fence on whether or not it would be a good fit for us and our community. 

Cannabis has been a hot topic lately in Canada, as the legalization date looms closer, it has brought up a lot of great questions and conversations. In particular, how it will fit in with our culture and social interactions. So we were a little skeptical when we were contacted about some custom sweaters for a new Medicinal Cannabis and Education company called Four20 Premium Markets. 

When we first chatted with the team at Four20, we knew right away that they were different and they wanted to be a positive member of the community, creating a social impact on whatever they do. They wanted to take an educational approach to Cannabis and work hard to break some of the existing social stigmas that exist around Cannabis and Cannabis products. 

They wanted to create a new Cannabis Culture, one that focused on the positives that Cannabis can create like making people feel better, bringing people together and educating them on the product. 

So when we talked about whether or not this would be a good fit for us, we were really excited that they cared about a lot of the same things that we did, supporting local, supporting Canadian manufacturing, creating that positive impact on the community and collaborations. Since it was soon to be legal, we justified that if a company in a similar industry, like a brewery, approached us with the same community values we would do it, so why should it be any different with a Cannabis company.

When we first discussed what the design could possibly look like, we were so happy that Four20 wanted to veer away from the typical Cannabis leaf and focus rather on the community building aspects of their company. They wanted the custom design to represent:

  • Alberta (mountains)
  • Book (turning the page on something new)
  • Compass (guiding communities)
  • Bicycle (eco/shift in culture/sharing)
  • Heart or hands (charity/community)

We sent this over to our local Custom Design Savant, Erin Lawrence, and she was able to put together this amazing concept for us. We then printed it on Made in Canada Peppered Black Crewnecks and we couldn't be more excited for them. 

Take a look and if you'd like one for yourself they are available at the 420 Clinic in Inglewood at 1336 – 9 Avenue SE, Calgary, AB T2G 0T3. 


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