The "Stone Road" to the Next Gen of Weed Smokers
Stone Road cannabis represents a new generation of smokers because the stunning, minimalist packaging is 99% recyclable and made from 100% recycled goods, the product is affordable, and the advertising and imagery is simultaneously inclusive and thought provoking.
Lex incorporates his queerness into his brand because he feels it’s a gap in the industry. “I think having any independent cannabis company in this day and age is remarkable and admirable because there’s been a rapid consolidation and corporatization of the industry. Having an independent company that isn’t public, isn’t owned by a bigger parent company, hasn’t raised tens of millions of dollars in investor money, it differentiates us from different brands. I could name the other brands on one hand that are doing it in the same light.
“As far as being queer owned, being gay myself means my touch permeates every part of the business. The fact that queer creatives feel more comfortable reaching out to us on Instagram, or the fact that we use a ton of queer photographers, queer stylists, people come out of the woodwork and want to work with us…” he tells office. It’s that support from the queer community that plays such a massive role in Stone Road’s success today.
- Above photos by Emily Eizen, Ruth de la Cruz, and Billie Black
The Mary Jane industry can be very male dominated. In a way, the culture of marijuana can be quite exclusive to queer people and women. “Traditionally, the most prominent marketing is, like, a heavily tattooed girl taking a dab by a pool in a thong.” This is why it’s so important to the California born brand to create marketing that isn’t objectifying anyone, nor trying to reach such a small demographic of people. They seek to make imagery that’s “provocative, interesting, and sexy, creating content that moves people.”
“The big thing I always tell creators when I’m giving them the pitch deck is not to take any of this too seriously because ultimately we’re slangin’ weed. I call myself the Humble Joint Salesman, because at the end of the day that’s all we’re really doing,” Lex explains. The fact that they’re pushing the industry forward in terms of inclusivity and sustainability is just a plus. The voice of the brand is playful, curious, and unapologetic. “We care. We’re a four person company. We’re trying to compete with these billion dollar companies. Anything we do to make a better product, to make a customer happier, we’re going to do that!”
Available in more than 120 retail locations in CA, more than 55 in OK, and NY and MA expansions in the works, Stone Road is expanding like the smoke coming out of your mouth. If you enjoy a little puff every now and then, check out Stone Road today!
