“Monogram marks a new chapter in cannabis defined by dignity, care and consistency,” the site reads. “It is a collective effort to bring you the best, and a humble pursuit to discover what the best truly means.”
A high profit industry
Although this is his first official line of cannabis with Caliva, Jay-Z joined the company in 2019 as its chief brand strategist.
“We think this is a sea (of) change in terms of the visibility to the industry,” Dennis O’Malley, chief executive officer of Caliva, told CNN Business. “We take this partnership with a lot of responsibility, a lot of humility, a lot of accountability moving forward.”
In the meantime, there are other familiar names who have taken a hit at the weed industry.