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In my Old Drugs, New Threats® presentations, I regularly talk about the connection between social media, drug culture, and how both can influence youth perception of risk and acceptability.
Lately, I’ve been seeing more and more examples from Grassroots, a popular California-based hat, apparel, and accessories company known for its unique designs and cannabis culture branding.
What makes these hats stand out? Their high-end caps (often retailing for $35–100) include a hidden stash compartment—marketed as the perfect place for a pre-roll or other items you’d want to conceal. 👀
Another reminder that prevention conversations today extend far beyond substances themselves—they also include marketing, branding, and culture.
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