Juicys Gela Nash-Taylor and son Travis Nash launch an upscale lifestyle brand

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Gela Nash-Taylor and Travis Nash of Potent Goods

Photo courtesy Potent Goods

Could the comfortable loungewear from the Potent Goods collection be the next Juicy Couture? Considering the cannabis-centric brand only launched less than two weeks ago, it’s probably too early to say. Potent Goods is a far cry from those sexy, happy and silhouette-changing French terry cloth sweatsuits that Gela Nash Taylor launched with Pamela Skaist in 1997. But this self-financed company with partner and son Travis Nash also makes luxurious comfort clothing a Californian art.

Potent Goods is a 360-degree cannabis lifestyle brand that sells consumable products and a wardrobe to enhance the experience and aesthetic. The idea was born when the younger Nash returned to his home in Los Angeles in 2018 after a stay in NYC and marijuana laws in California were just beginning to change. “When the new cannabis legalization law was passed, I had an idea for a stylish smoker’s lounge,” said Nash, describing a cozy but nifty dark-paneled place with leather club chairs and Persian rugs. “But when I read the city ordinances, I quickly realized that it was more complicated and overwhelmed.”

Potent Goods offers three cannabis strains: Amplify, Muse and Offline

A selection of Potent Good pre-rolled cannabis for smoking.

Around the same time, Nash-Taylor discovered cannabis through a vape pen distributed at Matches.com events and a visit to a Colorado legal dispensary when her husband’s band, Duran Duran, was playing at Red Rocks. “I was amazed and bought everything in it,” she recalls. Fast forward to the pandemic, and Nash-Taylor redoubled her belief that “once people are comfortable, they always want to be comfortable.”

Their collective experience and vision crossed and Potent Goods was hatched. Everyone brings a certain competence to the brand. Nash’s background in the fine arts as illustration and graphic design, Tech-savvy skills and personal experience as a daily cannabis user combined with Nash-Taylor’s experience as an entrepreneur and in the world of design and manufacturing complemented each other. It was fascinating for Nash-Taylor. “We are like Juicy Couture back then: an incredibly positive and happy team that values ​​integrity, quality and fun.”

What defines Potent Goods are the prints. Nash-Taylor was inspired by a moody love theme; Think of a dark floral print with the occasional cannabis leaf or silver, gray, and black snakeskin. At the launch, three key prints appear on the clothing and work back to the product. The consumer product is divided into three tribes; Amplify, an energizing sativa strain; Offline, an indica strain that relaxes, and Muse, a combination of the two for a more moderate experience.

Models of sporty loungewear from the new Potent Goods launch collection.

Photo courtesy Potent Goods

The wearable product – tracksuits, lounge items, hoodies, masks and zippered shoulder bags – was also designed with this experience in mind. For example, a robe has a small pocket to store a vape pen. The bags are designed to fit the pre-rolled smoked product and a lighter doubles as a necklace. How the clothes feel against your skin is also of paramount importance, as the tactile experience is an integral part of the cannabis experience. The entire concept is based on the appropriate set ideology from Juicy Couture.

While wearing and enjoying are meant to be paired, the buying experience is still very separate. There were some unique challenges involved in building the website, Nash admits. It’s split in two. One site, potentgoodlashop.com, is for the wearable product e-comm, while another site, potentgoodsla.com, is informative and lifestyle-centered to introduce the three flavors. Local regulations still require a pharmacy or delivery service to sell the cannabis. And the packaging must be plastic and child-proof, although Nash-Taylor emphasizes the aspect of reusability. It also makes for some tricky marketing guidelines. “We can advertise on Instagram or Out of Home (billboards and billboard advertising), but we can’t show the product on social media, for example,” says Nash.

These types of regulations are welcome because regulated products are safer, according to Nash-Taylor. “Everything we sell is for legal recreational use and must be tracked from seed to sale on a system called METRC, an acronym that stands for Marijuana Enforcement Tracking Reporting & Compliance. Knowing what is in what you ingest or where it comes from is comparable to knowing the origin of the food you have consumed or the traceability of any clothing you wear.

Understanding why this is important and how to use the products for the safest and most optimal use is also part of the brand ethos. “Cannabis has changed over the years as growers produce higher levels of THC, so it’s like a high quality liquor,” says Nash-Taylor. “You don’t drink good whiskey, you have a sip. A lot of people don’t have the information you need to enjoy cannabis.” She added that smoking has advantages over drinking, such as: B. a longer enjoyment time, no hangover the next day and a reduction of tension. “That’s why they call it the magic flower,” she adds.

The mother-son team has already thought about where this can go. Nash-Taylor envisions working with friend, jeweler and style force Lisa Eisner on a high-end roach clip. Short term pop-ups with Los Angeles retail establishments like Maxfield. As Nash explains, “The purchase of the product would be through a delivery service at a pharmacy that you might meet outside in the parking lot, for example, as Maxfield cannot sell it.” Which may sound a bit sketchy to the uninitiated, but is taken for granted in Los Angeles. Nash-Taylor also sees it positively. “It’s a little hard to come by, but that also makes it challenging.”