As the legalization of cannabis is official in Canada starting October 17th, Toronto-based agency Juliet and British Columbia-based licensed cannabis producer DOJA are partnering up to provide campaign support to individuals with minor weed-related convictions.
The clothing collection is dubbed 'Pardon' and it consists of t-shirts, sweaters, a candle, a one-hitter, papers, and a stash bag. The price point of Juliet x DOJA's offerings range from $10 to $60 CAD, with all the proceeds going to not-for-profit organization Cannabis Amnesty. The campaign support is geared toward abolishing non-violent convictions for minor cannabis possession. There are approximately 500,000 Canadians with such criminal records that have been convicted under the old law. As the date for legalization is nearing, DOJA and Juliet, in partnership with Cannabis Amnesty, are looking to liberate individuals through campaign support.
Key Themes Behind This Trend
- Legalization/decriminalization Campaigns
- The 'Pardon' cannabis-forward clothing line shows an opportunity for clothing brands to support legalizing and/or decriminalizing cannabis through campaigns and donations.
- Charitable Cannabis Products
- The 'Pardon' cannabis-forward clothing line showcases a trend of cannabis-related products that donate profits to social justice and/or charitable initiatives.
- Activist Apparel
- The 'Pardon' cannabis-forward clothing line demonstrates a trend of activist apparel, where clothing is used as a means of promoting a message and effecting social change.
Where This Applies
- Fashion and Apparel
- The 'Pardon' cannabis-forward clothing line presents an opportunity for fashion and apparel companies to support social justice initiatives through the design and sale of clothing.
- Cannabis Industry
- DOJA's partnership with Juliet to create the 'Pardon' clothing line demonstrates a trend of cannabis companies collaborating with non-cannabis businesses and causes to promote social justice.
- Non-profit and Social Justice Organizations
- The 'Pardon' cannabis-forward clothing line highlights a trend of non-profit and social justice organizations working with for-profit companies to raise awareness and funds for their causes through creative collaborations.
