Justin Bieber gets his weed from California (that’s the shit) – and now you can too. The singer has officially entered the cannabis industry via his own line of pre-rolled joints, called “Peaches” (after his track).
Working with ‘premium pre-roll’ company Palms, Bieber’s packs will be available in the state of California, where recreational marijuana use is legal for over-21s, and retail at $32 (£23.50) for seven joints.
The collection features seven 0.5 gram pre-rolls consisting of premium indoor flower – the strains include indica, sativa, and citrus terpenes – and each pack comes with a Bieber-branded black lighter.
“I’m a fan of Palms and what they are doing by making cannabis approachable and helping to destigmatise it – especially for the many people who find it helpful for their mental health,” Bieber said in a statement. “I wanted to make sure that I was doing something with them that felt genuine, and Peaches felt like a good place to start.”
In an interview with Vogue, Bieber emphasised the charitable nature of his product, saying that a proportion of the profits would go towards Veterans Walk and Talk, a charity that uses cannabis and psychedelics as part of its therapy to support ex-service people, and the Last Prisoner Project, which campaigns for criminal justice reform related to marijuana convictions.
“Weed was something that I felt people tried to make me feel bad for enjoying,” Bieber told Vogue. “But I’ve now found a place in my life for weed products that have been beneficial in my human experience.”
Reactions to Bieber’s joints venture have been mixed, with many social media users critical of the celeb-ification of the weed industry, especially with a white celebrity fronting an industry that has unfairly criminalised and incarcerated Black people for many years. People serving sentences for cannabis-related charges have been forced to watch as the legal industry thrives.
“It’s cool that Bieber got into the weed business, but we need to commute all weed sentences and not just let rich white people make money off legal weed,” one Twitter user wrote.