“Weed itself is probably the least interesting thing about weed.”
It’s an odd comment coming from Verena von Pfetten, former digital editorial director at Lucky and co-founder of Gossamer – a cannabis-centric media company and print magazine that refuses to be boxed in by its central theme.
So, let’s park the bloodshot eyes, the munchies and Brad Pitt’s bravura stoner performance in True Romance for a second, okay, folks? This is a cannabis mag that goes beyond the blunt (pun intended) use of the product and speaks to the lifestyle around it.
“We wanted to push back against those stereotypes and talk to the community we’d met,” says David Weiner, co-founder of the magazine and former chief creative officer at news aggregator Digg. “These are open minded, non-judgemental, adventurous people. They’re interested in the world. They like to try new things. They pay attention to the story behind the stuff they buy.”
There are no druggy straplines or cannabis leaf paraphernalia in this publication. Hence the strapline: ‘A magazine for people who also smoke weed.’