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https://nowtoronto.com/lifestyle/ca...kyo-smoke-gets-heat-from-long-time-activists/
($13k )Bong blowback: Tokyo Smoke gets heat from cannabis activists
What happens when you put an ex-Google employee, a hot Toronto design firm, substantial resources and some weed in a room together? A bong made of space-age steel that costs $13,000.
The Io Water Pipe is a collaboration between Tokyo Smoke, a high-end lifestyle brand that brings sophistication and design to the cannabis space, and Partisans, an award-winning Toronto-based design firm. The two companies cannabis-related line ranging from the porcelain Crater Pipe ($135) to the $13,000 stainless steel bong demonstrates how cannabis products can combine art and functionality.
The partnership has the craft cannabis community fuming. Its not just the $13,000 bong. In a video to
promote the space-age pipe for Vice, Alan Gertner of Tokyo Smoke and Alex Josephson of Partisans take potshots at a culture that, in their eyes, is uncreative and unthoughtful.
Says Gertner in the video, Theres basically only ever been one pipe, only ever been one bong. Its like, You can smoke out of this small glass dragon or our larger-format glass dragon.
For a culture that claims to be so based in creativity and liberal thought, adds Josephson, this doesnt make any sense.
Many in the cannabis community, particularly those who work in glass, quickly seized upon their remarks and bombarded Tokyo Smokes Facebook page with comments.
Maybe theyre smoking something a little stronger than they can handle, joked Ryan Lacovetsky, a glass-maker from Winnipeg. Is there a strain known to induce delusional megalomania?
A handful of protesters showed up outside Tokyo Smokes coffee and smoke shop on Adelaide West on April 27 to register their displeasure with Gertner personally. One of the protest organizers, Lisa Campbell, says they were able to have a wide-ranging conversation with Gertner on cannabis culture and, in particular, the pride taken by people in the movement whove been pushing legalization for a long time.
The Tokyo Smoke brand has been really disparaging of cannabis culture in Canada, says Campbell, co-founder of the cannabis pop-up
Green Markets. She describes the conversation as a wake-up call for Tokyo Smoke on a lot of issues.
Campbell is willing to cut the new guys some slack. Guys who are from the tech world arent saying [stupid ****] because theyre ********. They just dont know, she says.
But it isnt the first time Tokyo Smokes grasp of cannabis culture has raised questions. Gertners father, Lorne, whos also a business partner, displayed his seeming lack of familiarity with the industry after he was
quoted in an April article in Macleans referring to the indica strain of marijuana as indigo. And he calls himself the godfather of Canadian cannabis.
Josephson did not respond to numerous requests for comment. But Gertner says he regrets that his comments were received the way they were. My attempt at being playful, he says, did not land well. But thats okay. Im allowed to make mistakes, right?
He also suggests, although not convincingly, that they were taken out of context. That video interview was longer than two minutes.
Gertner acknowledges that Tokyo Smoke is only possible because of those whove come before. We get to stand on the shoulders of giants, the people who got the industry to where it is today, he says. And its still like pushing a boulder up a hill. Thats not Tokyo Smoke-specific thats for everyone in the industry.
While the blowback about Tokyo Smoke and Partisans was localized, it raises a larger question about the growing gentrification of the cannabis industry as big money and hipster trendsetters many of them with a mindset to disrupt stoner culture descend upon a multi-billion dollar industry going mainstream.
The cannabis markets potential makes it an attractive opportunity for entrepreneurs.
Its welcome news for those working in craft markets who say legalization will improve public perception of their disciplines, from food prep to glass-making. The spotlight is about to shine on an art form that has been quietly developing for decades, says Lacovetsky.
But the lucrative medpot market is also attractive to outsiders who see huge potential to capitalize on what has long been a black market operation.
Tokyo Smoke is only one of a handful of brands owned by Hill and Gertner Capital Corporation, a self-described talent-based merchant bank of which Gertners father, Lorne, is CEO. Its interests include a specialty pharmaceutical company thats developed an oral strip to treat Parkinsons, World MasterCard Fashion Week and real estate development.
Something like 14 million Canadians consume cannabis on a regular basis, says Alan Gertner. But not all them, he argues, feel like they have a home in the cannabis community.
While cannabis is an important part of the brand, Lorne Gertner described Tokyo Smokes approach to cannabis to Macleans thusly: Were not a stoner brand, and were not about getting stoned. Were about having an elevated experience, and maybe that elevated experience has a joint along with it.
The cannabis community is not actively resisting the increase in new businesses, but it is highly attuned to the way new entrants relate to its existing culture.
Misha Whisenand, a glass-maker from Oregon, says the existing industry is a tight-knit community, but one that encourages new players who bring new ideas that help people.
But when companies like Tokyo Smoke try to make an entrance and do so disrespectfully community members are quick to call them out.
The key, says Whisenand, is in understanding the community youre trying to break into.
Successful newcomers take the time to educate themselves on the industry so they have an idea of how they can improve something and where they fit in.
Tokyo Smoke wont be making an impact other than [spawning] a high number of hilarious memes in response to their absurdly disrespectful comments.
Tokyo Smokes publicly stated goal is to differentiate itself from Bob Marley-inspired head shop
and instead serve the creative class.
So does the company want to provide cool products for the cannabis community or cannabis products for those it perceives as cool (and rich)?
Regardless, as legalization looms in Canada and creeps slowly across the United States, the personal typologies of the cannabis smoker not very useful constructs in their own right are collapsing.