For Bay Area skateboarders, cannabis provides voice, inspiration,
NorCal’s commitment to the lifestyle extends to the unique 1Lyfe presentation, which features groundbreaking work from well-known graffiti artists and muralists. Local conservator and art director Amandalynn and prominent graffiti artist VIZIE each created their own spins on the 1Lyfe packaging, while digital graffiti master Krush developed the 1Lyfe logo.
The underlying essence of 1Lyfe is the journey—following your passion, even when you don’t know precisely where it will take you. It’s about the artist creating their own path, much as NorCal Cannabis has, expanding from medicinal marijuana to recreational with an emphasis on the hybrid approach to cultivation and distribution that now produces 12 tons of product that goes out on more than 2,500 deliveries each day. After all, what good is any creation if it can’t be shared with others?
“The main concept of this brand was not to be exclusive but inclusive of the passion and the craft,” says Jeff Rubin. “I started as a kid skating in a parking lot. We’re all just looking for community.”
And as NorCal expands its presence across California, 1Lyfe is poised to be at the hub of the skateboarding community one trick—and one toke—at a time.
The main concept of this brand was not to
be exclusive but inclusive of the passion and the craft.
DaBaby enjoying 1Lyfe.
Trippie Red with his 1Lyfe.
Freddie Gibbs repping 1Lyfe.
Graffiti artist VIZIE in action.
rt does not exist in a vacuum. An
artist’s work not only tends to reflect the larger world in which they live, it is also influenced by the immediate environment in which the art is created. Take skateboard culture: The still-rebellious sport and the fashion and slang it spawned all fed off of one another as they evolved into a lifestyle. The music and graffiti-artwork counter cultures crossed over with skateboarding early and often through the decades—and a constant through it all was the smell of weed smoke.
For skaters, cannabis is a salve; it’s therapy and a source of inspiration. But as much as anything, good cannabis is something communal, something to share.
“It was part of your activities,” says Jeff Rubin. “You’d sit down, roll a blunt with friends after you skate. It was a way to relax, the equivalent of grabbing a drink at happy hour. Cannabis and skateboarding went hand in hand.”
So now that the California skateboarding scene is experiencing a resurgence with renewed focus on the hill bombs of the Bay Area, where hill skating originated, it’s only natural that the San Francisco-based NorCal Cannabis, one of the state’s leading cannabis growers and suppliers, is here to provide the weed.
After all, skateboarding is now an Olympic sport; hip-hop has gone from counter-culture to the mainstream; and graffiti artists who were once considered vandals are enjoying international success in fine-art galleries all over the world. There should be a legal brand of cannabis to bring it all together. And NorCal Cannabis’s 1Lyfe is created by dreamers—whether you come from cannabis, graffiti, rap, or skateboarding, 1Lyfe is about following your passion and realizing it to its fullest.
“We wanted to create a brand for us,” says Jeff Rubin. “Skateboarding, the art, the music…all three of those things revolve around cannabis. Whether it’s in a professional business setting, [at the skate park], or in a studio, it’s that moment when you enjoy that community and live in that moment and share good cannabis together.”
1Lyfe is ultra-premium cannabis grown without shortcuts in NorCal’s tightly controlled production space. It’s nurtured with care from seed to sale, and it’s available in many distinctive strains and hybrids. The menu ranges from the very grassy like Chemdog tot he classic Lambsbread sativas to the Sundae Driver indicas.
It’s that moment when you enjoy that community and live in that moment and share good cannabis together.