As hashish is turning into authorized in additional states, corporations want to additional their ventures by getting into different markets whereas remaining tied to their roots. One firm making a profitable transition is Oregrown Industries, a vertically-integrated canna-company based mostly out of Bend, Oregon, that’s launched into the sports activities and style industries.
Oregrown, co-founded by Aviv Hadar and Christina Hadar, is understood regionally for his or her premier hashish merchandise and dispensaries that earned them the “Best of Bend” honors the final 4 years. But the evolution of Oregrown is proving to be extra than simply hashish– they’re a model that represents Oregon’s outside way of life.
“We pour our hearts and souls into our community outreach and the way we interact with our hometown,” says Aviv, Oregrown’s CEO. “Oregrown is uniquely positioned within the entire global cannabis landscape in that we have branded an entire state. Being in Oregon we obviously have a big draw to the outdoors… So as opposed to just trying to brand some flower, oil, or dabs… we branded a lifestyle. All we had to do is switch two letters from Oregon to Oregrown and now we’re all of a sudden involved with surfing, snowboarding, skating, and anything you do in Oregon.”
Oregrown’s attire line–which began again in 2013 with a easy emblem t-shirt– has thus morphed into one in every of the Beaver State’s hottest clothes strains for hats, hoodies, and jackets. The model has nurtured a number of partnerships, too, permitting them to make and promote different way of life merchandise.
“We decided to start branding ourselves and making clothes, apparel, and gear while partnering with all the really cool local companies around us,” Aviv tells High Times.
Following the success of their clothes model, Oregrown was then capable of transition into excessive sports activities by beginning an athlete sponsorship program. The firm presently sponsors skilled athletes, akin to mountain bikers, climbers, and snowboarders, with hopes to point out a constructive correlation to the plant. As of now, that is the first sponsorship undertaking of its variety.
“A year ago, I had an idea to begin an athletes team, and the idea is just like how Nike sponsors athletes… I wanted to do the same thing,” Aviv says. “Then the next move was showing people that cannabis doesn’t mean that you’re an unmotivated, lazy, or an unathletic person.”
Enter Low Pressure, a first-ever all-Oregon backcountry snowboarding movie that follows Oregrown’s sponsored athletes. The footage captures them rising at daybreak to leap, flip, and grind from powdery snow-covered mountains, finally demonstrating what it’s to stay the Orgrown-lifestyle.
“This is the first step in many many films, where we show people what our goal is and what we do, and how fit our athletes are,” says Aviv.
On prime of highlighting their sponsored riders, Oregrown additionally needed to showcase Oregon’s unparalled mountainous magnificence.
“We wanted to show people this side of [Oregon] that they didn’t know existed,” Aviv says.
Pete Alport, the movie’s director, additionally captured the struggles and sacrifices every athlete endured as a way to do what they love. As the solely cameraman on the venture, Alport typically separated himself from the crew to movie the riders from a distance to seize their finesse, as they zoomed down slopes.
According to Aviv, most of the athletes showcased in the function use hashish. But the means by which they use the plant is way more healthy than the stereotypical, unfavorable “stoner” phantasm. Rather, the athletes use marijuana to alleviate the ache and soreness induced from a day of driving.
“You can’t always have a painkiller after a hard day on the mountains,” says Aviv.
Even although hashish didn’t play an enormous half in the making of the movie, Oregrown’s important objective of the movie was to advertise a wholesome way of life that features the herb.
“We need to show people that fitness and an active and healthy lifestyle goes hand-in-hand with cannabis,” Aviv says. “So, when people watch this film and see who produced it, they can look it up and be amazed.”
With a thriving sports activities staff, the launch of Low Pressure, and a style line, Oregrown is making a press release that they’re greater than only a profitable hashish firm.
“When people think of Oregon, they think of a particular lifestyle,” says Aviv. “It’s connected to the environment, to the outdoors, to a more organic way of living, and that is what the Oregrown brand represents. Our customers, whether or not they consume cannabis, are active and motivated. They are out there snowboarding, surfing, skiing, climbing, hiking and mountain biking with their friends. They are creative and curious about the world. Oregrown is an authentic and compelling expression of our values, as people and as a company. Being ‘oregrown’ doesn’t mean being high, being Oregrown means you love the outdoors.”
Low Pressure is now out there on, iTunes, Amazon Video, Vimeo On Demand and the Google Play Store.