You are here
Home > News > Sublime Estate Announces Cannabis Brand with The Healing Plant

Sublime Estate Announces Cannabis Brand with The Healing Plant

Cannabis enthusiasts will be hard pressed to forget (if not sing along with) hits like “Santeria,” “40oz. To Freedom” and of course, the feel-good favorite “What I Got” from reggae-punk band Sublime. As the modern U.S. cannabis market continues to shift and grow, associates of the band’s estate are taking their love of cannabis to another level, announcing their collaboration with The Healing Plant to produce and distribute a curated line of Sublime-branded products.

Forbes first broke the news Thursday, and the estate is set to launch their cannabis products in summer 2022, focusing on the plant’s healing and medicinal benefits. The estate also teased the band’s official Instagram account, with a graphic featuring their sun-mushroom logo reading, “Something new is on the horizon.”

“Sublime has its own weed now! I mean, what more needs to be said other than light ‘em up!” original Sublime drummer Bud Gaugh said in a press release, adding that it’s “time to ‘Smoke Two Joints” in reference to another Sublime hit from 1992—which is actually a popular cover of The Toyes’ 1983 song of the same name.

In 1988, Bradley Nowell and Eric Wilson formed the band in Long Beach. They mixed genres such as rock, pop, and reggae to make their iconic, feel-good sound. The band’s debut album was self-produced. 40oz. To Freedom, was released by the band’s Skunk Records label in 1992 and was met with acclaim, elevating the band’s sound over radio stations all around Southern California and eventually earning a contract with MCA.

Following the second release, Robbin’ the Hood, Sublime was about to release their self-titled third album when Nowell, the lead singer and guitarist of Sublime, died from a heroin overdose in 1996. The band still released the album, which sold more than seven million copies and featured ear-worm classics like “What I Got,” “Santeria” and “Wrong Way.” Years later in 2009, Gaugh and Wilson formed a new version of the band with singer and guitarist Rome Ramirez, named Sublime with Rome, though Gaugh left the group two years later.

While the details of how to create a full range of cannabis products are being developed, the estate has already begun work. Bradley Nowell’s widow Troy Dendekker said that it’s “a given” that the band would have its own cannabis line, though they wanted to wait until they found the right partnership, ultimately with Costa Mesa-based licensed cannabis manufacturer The Healing Plant.

“Our line will consist of not only what is wanted but what is needed to help heal!” Dendekker said.

Jakob Nowell appears to be joining the project, as does Troy Dendekker’s son, Bradley. Jakob currently sings in the vocal section of LAW, which is a fairly new band based in Long Beach.

Scott Seine of Surfdog and DKM management echoed the sentiment, referencing the amount of artist/cannabis deals available today, though they wanted to wait for the right collaboration to move forward with “someone who really understood the deep musical and cultural significance of Sublime’s legacy.”

Seine added, “After four years of searching, we’re happy we found this with Robert Taft, Jr. and The Healing Plant, whose mission to prioritize the healing and medicinal qualities of cannabis was of paramount importance to the band.”

Staying true to the band’s roots and home turf, Taft said the Sublime brand will see a controlled launch at select SoCal dispensaries in Long Beach, Los Angeles, Orange County, San Diego and the Inland Empire. Once it has identified a partner licensed to distribute in the Bay Area, Sacramento, and elsewhere, The Healing Plant will be responsible for distribution of Southern California.

Taft wrote in an email Forbes The Healing Plant already has a leading geneticist who will help them curate the strains under their direction. They plan to use specific farmers for their cultivation needs, ensuring consistent quality and under the supervision of their geneticist. Taft said that controlled distribution of the brand was intended to provide quality product at selected retailers.

In Thursday’s announcement, Taft also nodded to Nowell and the potential for cannabis to help fight opioid addiction and aid in recovery.

“This brand is going to bring you Sublime’s ‘Greatest Hits’ of recreational cannabis, as well as a full line of medicinal products that will benefit people fighting opioid and heroin addiction, a very important driven line, especially for the community of artists in memory of Bradley Nowell himself,” Taft said.