Bucket hats, tie-dye and beyond: While the cannabis industry shies away from stoner stereotypes, the fashion industry is welcoming the aesthetic with open arms
Have you noticed all of the stoner-inspired fashion that’s on designer runways and in stores this spring?
Last week my best friend, model Brittnee Blair, and I went to an Adidas Canada event at their Dundas Square store. Part International Women’s Day celebration and part campaign launch of Reimagine Sport, five women from different walks of life shared stories about how they have all felt excluded from fitness and sport at some point in their lives.
It resonated with me, partly because cannabis consumers are often seen as lazy and I have never felt truly comfortable in the fitness world myself. But I realized being active can mean a birdwatching walk, a stretch in front of my TV or a gentle, solo swim — all things I love to do with cannabis.
But it also felt like Adidas Canada’s new line was made for stoners! While the brand has always been synonymous with weed culture for me —maybe it’s the brand’s hip-hop associations, maybe it’s the fact that the famous Adidas trefoil kind of looks like a weed leaf — now, all kinds of companies are hopping on the stoner culture train. In addition to dreamy, updated tie-dye prints, washed-out cropped tops, iridescent club-kid fanny backs and bucket hats galore for Reimagine Sport, I’m seeing similar ’90s stoner vibes in the latest high fashion collections by Vetements, Michael Kors, and beyond. Track jackets, tearaways, buckets and fanny packs — while the cannabis industry is shying away from stoner stereotypes, it seems the fashion industry is welcoming the aesthetic with open arms.
A lot of the spring/summer 2020 trends are rooted in 90s nostalgia – much of which is very much a stoner aesthetic. It’s almost like Tai Frasier, Brittany Murphy’s character in Clueless, was the personal muse to the entire fashion industry this year.
“I’m seeing a lot of flare jeans coming back for 2020, a lot of tie dye, crochet dresses and tops and lots of bold patterns,” agrees Brittnee. But why are we dressing like upcycled hippies? “There’s definitely a stoner laid back approach to how people are dressing. They want to be effortlessly comfortable with simple statement pieces.”
Capsule 98, a website, podcast and now clothing line is taking cues from a different element of ’90s stoner style. Created by Toronto’s Randi Bergman in honour of a time capsule she made in ’98 when she was 12, Bergman has been cataloguing and paying homage to ’90s fashion, TV, movies and design from her most formative decade. From it, she has created an entire world out of nostalgia.
Hudson’s Bay has partnered with Capsule 98 to bring those design elements to life in a limited edition ’90s capsule collection. From animal print cowboy hats to Electric Circus-style halter tops and day-glow camo, the Capsule 98 Collection “will be chilllin’ in store and online alongside revamps from Adidas and Tommy Hilfiger, designer bags by Shrimps and Susan Alexandra, and childhood classics like Lip Smackers lip balms and Baby G watches.”
Bergman explains the line best in her own words. “The Capsule 98 Collection really speaks to my *essence* and by that, I mean that it’s equal parts Shania Twain, Fran Fine, Courtney Shane and Nomi Malone, with a little bit of Miami hoe mixed in.”
Well, it speaks to my *essence* too. And by that, I mean equal parts weed, Sunny D and Saved by the Bell: The College Years reruns. Ah, the memories!
Here’s to a nostalgic, stoner-inspired spring!
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Written by Sarah Hanlon, POT CULTURE