Grassroots California is not your average apparel company. It is a brand that embraces unique styles and weaves together counterculture fashion and streetwear. Their limited-edition pieces feature sustainable materials, artistic designs, and comfort, making them a favorite among musicians, artists, festival goers, and cannabis enthusiasts.
The company was born in Venice Beach, California, in the early 2000s, a hub of counterculture since the 1960s. This was a time when Proposition 215 had been in place for over a decade, allowing for the buying and selling of medical marijuana in California. People were starting to realize the many benefits of cannabis beyond just getting high. This growing realization created an explorative, radical, and celebratory atmosphere, which was the perfect backdrop for the birth of Grassroots California.
Founded in 2009, Grassroots California is a sustainable hat and apparel company that prides itself on custom creations, in-house designs, detailed embroidery, and unique approaches to streetwear. With a legendary roster of artists, both local and international, and an eclectic, energetic team of creatives, entrepreneurs, and cannabis enthusiasts, this Venice-beach-born, Denver-based company is more relevant than ever.
The company’s founders, Ryan Connolly and Max Urquhart, initially put the Grassroots California team together for a documentary they were making about California’s Grass Movement. While their plans for the documentary did not come to fruition, they were left with 100 custom hemp hats that they had made to promote the film. These hats sold out quickly on the famous Venice Beach Boardwalk, and this was the lightbulb moment for Connolly and Urquhart. They shifted their focus to making environmentally friendly hats designed by talented artists and crafted with quality materials like hemp to bring counterculture and cannabis enthusiasts together through fashion.
Grassroots California has become a reputable brand among musicians, music lovers, and cannabis connoisseurs. Their high-quality, limited-edition merchandise reflects the unique and spirited team behind the brand. To celebrate their 15th anniversary on April 20, the company launched an anniversary line. They have also collaborated with renowned artists like Stanley Mouse, Jimbo Phillips, and Chris Dyer, further solidifying their position as a leader in counterculture fashion and streetwear.
