Celebrity cannabis brands have become so common they comprise their own genre of the industry. However, that’s not to say they’re all worth smoking. Most of these brands aren’t really brands at all, and simply slap a celebrity moniker on a jar of white label flower (weed that is bought from another brand or grow then rebranded and sold). These kinds of celebrity brands function more as a way to capitalize off mediocre bud using a celebrity’s image than anything else. 

Shavo Odadjian, bassist of the iconic 2000s metal band System Of A Down, had something else in mind when he founded his cannabis brand 22Red. With a hands-on, cannasseur approach to strain development and product execution, he’s setting a precedent for quality in a market that desperately needs…

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