Postmates created the outfit of our hunger/comfort dreams and drops it on 4/20, a day that sees an increase in takeout orders.

When was the last time you actually ate at a dining room table that didn’t involve a holiday or special occasion? The “Takeoutfit,” created by Mother L.A., turns the wearer into a dining room table, so they can binge their favorite shows and securely devour their fave meals.

The black hoodie comes with a drop-down food-stabilizing surface, so you don’t burn your thighs and an upper arm pocket to hold utensils. There’s a flavor enhancement pouch to carry condiments or 4/20 accoutrements, and sleeves that double as washable, removable napkins.

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Five hundred Takeoutfits were created and one can be yours for $50, beginning on 4/20. For folks living in NYC, L.A. and Nashville, Takeoutfits can be added to food orders on 4/20 from Prince Street Pizza, Bludso’s BBQ and Nicoletto’s, respectively.

“Postmates understands your irrational relationship with food,” said Biz Anderson, strategist at Mother. “This felt like the right opportunity for us because we know that when you order takeout you don’t eat it at the dining table, you eat it on the couch in front of the TV. There wasn’t anything out in market that made eating takeout on the couch better, so we did.”

A 30-second video says goodbye to a fancy MacKenzie-Childs-decorated dining room table and hello to the Takeoutfit in action.

“Since 4/20 is a big holiday for sitting on the couch and ordering delivery, we like to celebrate with food first,” Brittany Hoffman, head of marketing at Postmates tells Muse. “Last year we partnered with Howlin’ Ray’s to launch their first ever Nashville hot nuggets, appropriately dubbed “Nugs” and the year before, we partnered with Action Bronson and Shake Shack for the ultimate 4/20 meal, the SmokeShack burger.”

Khalid Al-Naser is a co-founder of Raw Garden, a premium cannabis extracts and oils brand redefining how consumers perceive the plant. 

Located in the rolling hills of Santa Barbara wine country, Raw Garden makes it their mission to develop cannabis as a modern agricultural crop by implementing a production model that takes advantage of decades of technological advancement. Raw Garden is also one of the largest cannabis seed banks in the world, housing over 1,000 distinct cultivars and 25 million seeds and counting. 

We spent two minutes with Khalid to learn more about his background, his creative inspirations and recent work he’s admired.

Khalid, tell us…

Where you grew up, and where you live now.

I grew up in Seattle, WA, but have been in California for almost 20 years now. I currently live in the Santa Ynez Valley.

How you first got interested in cannabis.

Cannabis has always been an interest of mine albeit I used to think of it as a happy distraction more than an interest or hobby. I was introduced to cannabis when I was younger and always had a positive experience as a consequence of using it, especially when it came to being creative. As I got older I was evangelized to the power of cannabis as a holistic medicine and that sparked a deeper need to understand the plant and advocate the idea of cannabis as good medicine.

One of your favorite projects you’ve ever worked on. 

There have been a number of projects I have enjoyed moving forward, and they usually revolve around making products better. Our disposable-styled pen, the Raw Garden Ready-to-Use, changed the way people thought about disposables by providing the same experience but with a pen that disconnected from the battery so that the battery could be reused or recycled safely with other electronic components, making it “truly disposable.” I also think we did a great job rethinking joints with our Infused Joints that are rolled in small batches and packaged for freshness rather than mass produced. Moreover, being a member of a dynamic team and helping form the foundation of what is now Raw Garden has probably been one of my favorite and most prolific projects to date. 

A recent project you’re proud of. 

It hasn’t made its way to market (at least not in its entirety) yet but I have been working on a new way to think about assessing cannabis aromas. Aromas have the opportunity to tell us a lot about what to expect from the plant and the likely effect, whereas the categorization of indica and sativa have become increasingly less effective. I believe there is a way to simplify the process and I am working hard to support the idea with tangible assets that allow consumers to enjoy the dynamic aromas produced by the cannabis plant without a special degree or need to know aroma compounds by their chemical names.

The biggest challenge cannabis marketers face today, and how to approach it.

It depends on who you ask. I think in general a lot of cannabis companies (especially in California) are struggling to stay profitable in the face of significant headwinds. This leads to scrappy guerrilla marketing that relies on the consumer understanding the value proposition a brand may be trying to offer. Moreover, expensive platform adspace is out of the reach of many cannabis companies and acts to further compound the pressure on generally limited marketing departments. 

One thing about how the cannabis industry is evolving that you’re excited about.

I like that we are seeing more people find great values on the shelf. There was a time when quality was only available to consumers at prices that restricted access. Given that the framework of the recreational cannabis market was built on the foundation put in place by the medical systems that came before them, I think access is important. Many people during this time were patients who needed access to “good medicine” and for a time had it, and then high taxes and escalated prices eliminated that access. As we have seen prices come down we have also seen better accessibility return and make significant strides.

Someone else’s work, in cannabis or beyond, that you admired lately.

It’s not one person in particular but rather a movement, cannabis scientists are making cannabis research available and sharing it with whomever they can and I think that’s huge. I believe it’s going to help move the industry forward as well as help inform people who want to understand the effects of cannabis in more detail. I really like what these teams are doing to expose more cannabis truth than ever before. Cannabis science has traditionally been based on limited knowledge that was, in many instances, just part of the story or incorrect all together. The marriage of longstanding tribal knowledge and a new deeper understanding of both chemical and plant science, as it relates to cannabis, has created some very dynamic conversations. Conversations that I think will continue to facilitate and grow new exciting discoveries yet to be imagined.

A book, movie, TV show or podcast you recently found inspiring.

The Dot

A visual artist or band/musician you admire.

Aesop Rock

Your favorite fictional character.

The Black Stallion

Someone worth following on social media.

One person I have enjoyed following online is Miyabe Shields, PhD, on LinkedIn. She is a dynamic cannabis scientist who focuses on sharing cannabis science and informing people who want to learn more. As I mentioned earlier, this is an amazing movement being supported by a number of great scientists and researchers in the cannabis space, but I always enjoy Miyabe as she does a great job of making complex content more digestible.

Your main strength as a creative.

Seeing a bigger picture. I believe I am able to bring multiple perspectives to the table when thinking creatively or troubleshooting a situation.

Your biggest weakness.

Getting wrapped up in the little things. I like to be detail-oriented but sometimes that becomes an issue and can slow down forward momentum.

Something people would find surprising about you.

I enjoy riding horses.

One thing that always makes you happy.

My kids.

One thing that always makes you sad.

High prices.

What you’d be doing if you weren’t in the cannabis industry.

Running a little kitchen somewhere in the country.

Liz Gottbrecht knows something about influence. As director of brand marketing at Lantern, she leads brand strategy and execution across earned and owned channels. Before that, she led brand, creative, and influencer marketing strategies Liz at Mavrck, where she coined the term “micro-influencer” and launched the category, which is now a billion-dollar industry. She is the author of Influencer Marketing Center of Excellence.

​​We spoke with Liz for our Higher Calling series, where we chat with leaders in the cannabis space.

Liz, tell us…

Where you grew up. 

I grew up in a small suburb south of Boston, and currently live in Boston. For a city where happy hour is still illegal, the fact that there are two dispensaries in my neighborhood alone feels wild and it’s only the beginning. 

Your current role in the cannabis industry, and where you’re based. 

I lead brand marketing at Lantern, based in Boston. I started during the pandemic and have met only a handful of my coworkers in person, which even after this year is still crazy to me. 

Your earliest cannabis memory. 

My earliest cannabis memory is going to Tom Petty concerts with my dad and brothers at Great Woods. Once “Mary Jane’s Last Dance” started the entire venue would light up and a haze would envelop the audience for the rest of the night. Magic! Even then. 

A story about the positive impact cannabis has had on your life.

For me, the positive impact cannabis has had on my life really started with a mentor who was a cannabis advocate and patient. She opened my eyes to its medicinal and therapeutic benefits for those living with cancer. It’s difficult for me to accept how misunderstood cannabis remains, especially in mainstream medicine: How poorly researched, the lack of quality information, how inaccessible it is for so many—still. When the chance to join the Lantern team became available, that was my first thought: How we could immediately impact and bridge the accessibility gap, and do so in a way that puts the consumer and patient first. 

There is a lot of work and change that needs to happen for cannabis to not only be destigmatized, but normalized in our society. With the majority of Americans approving legalization, I believe that change is achievable. It’s time for legislators to catch up. To have the opportunity now at Lantern to impact that change and normalize cannabis in our culture, has given my job a positive mission and purpose. 

A favorite flower, edible, product or brand.

Cann just launched in Massachusetts and has quickly earned a permanent spot in our fridge. I try to always have a few on hand to introduce to friends, now that we’re finally able to see and host friends again. The Cranberry and Sage flavor is delicious— not too tart, not too sweet. I’ve been told more flavors are coming this summer. 

The biggest challenge cannabis marketers face today. 

It’s been said before; navigating the complexity and ambiguity of a regulatory landscape that differs from state-to-state, city-to-city, channel-to-channel, all of which is difficult to scale. Everything from messaging to media is influenced by regs in some way, and it can all change instantly—for better and for worse. 

Recently, it’s how other entities have decided to interpret and apply their own regs when it comes to cannabis. For instance, the SMS ban, in which AT&T, T-Mobile and Verizon are prohibiting cannabis-related texts, even if the consumer is of verified legal age, in a legal market, and opted-in. We also just spent the past couple months integrating with an affiliate partner, only for them to shut down the program at launch because “they’ve decided to follow Google’s lead” when it comes to cannabis. I wish they would follow Apple’s lead instead. Apple recently updated its app store guidelines permitting apps that allow the legal sale of cannabis provided they are geo-restricted to legal markets, which is a step in the right direction. 

It can be frustrating. Despite legalization in 16 states and the sophistication of targeting available on platforms like Facebook and Google, activating on many mainstream channels will remain challenging—or prohibited outright— until cannabis is no longer a federally illegal, Schedule 1 substance. But we’re forced to think out of the box from the start, evolve, and create a new playbook. That’s exciting. 

One thing you’re excited about right now in cannabis branding, partnerships or marketing.

There are so many cannabis brands that still rely on or focus on the stoner stereotype. This industry, our customers, are so much more than that. I admire brands and marketing campaigns that push the industry forward in their creativity, inclusivity, and ability to influence culture. Cann’s Pride Campaign is a phenomenal example of that, for all creatives (not just those in the cannabis industry). 

A cannabis trade/social justice organization that you support. 

Cannabis for Black Lives, started by Cannaclusive, is a coalition of cannabis companies engaging the broader industry to support Black-led organizations and communities through commitment to corporate hiring and company culture, amplification of Black voices, and financial support with ongoing accountability measures. Every two months, they work to support a different community organization in their network so that they can create pathways for those most impacted by the War on Drugs. This is important because many of those pathways are blocked right now, particularly when it comes to financing. 

The last couple of months, it supported Copper House Detroit, an organization founded by Jess and Cara Jackson. Jess was one of our first partners when we launched in Detroit. As a Black- and Queer-owned business, Copper House’s mission is rooted in equity and activism as a safe space and destination for cannabis education, activism and community in Detroit, where marginalized communities are still 10 times more likely to be criminalized for cannabis yet account for less than 4% of ownership in the industry. It’s also Detroit’s first bud and breakfast destination, and the funds from this campaign will help drive an expansion project to create 1,000 sq ft of studio space needed for private accommodations post-pandemic (you can still donate here).

A recent project you’re proud of. 

I’m extremely proud of our team’s work to advocate for, mentor and support social equity entrepreneurs through our incubator programs, ensuring social equity rules and regulations are manifested in reality. 

State-mandated social equity regulations are a step forward, but the business of starting a cannabis company is complex and highly regulated; financing, licensing, business knowledge, networking, mentorship— expertise that our team has from decades of startup experience and from building Drizly. In partnership with local advocates and leaders, like Sarah Woodson and The Color of Cannabis in Colorado, as well as Rebecca Colett, Calyxeum, and The Detroit Cannabis Project in Michigan, we’re working together to bridge that gap to creating sustainable cannabis businesses through incubator programs in every market we launch. 

Someone else’s project you admired recently. 

Not projects, but three companies that have literally paved the way for cannabis delivery in Massachusetts. Freshly Baked and We Can Deliver were the first to receive license approval from the CCC (Cannabis Control Commission) this spring (Microbusiness with a Delivery Endorsement, and Marijuana Courier licenses, respectively). These two companies are the first to not only complete the lengthy (years-long) licensing process, but everything that comes with being first: Inspections, new processes, new technologies, new integrations. All while continuing to build their businesses in preparation for this launch. It’s not easy being first, but they have created pathways and opportunities for all that come after them. 

In addition, the impact of Massachusetts Cannabis Association for Delivery (MCAD) and its founder and president, Chris Fevry (also the founder of Your Green Package). Chris and MCAD not only successfully lobbied for the creation of a new delivery license, but led the grassroots advocacy efforts that dismantled the anti-social equity lawsuit from the CDA (Commonwealth Dispensary Association) in response to the social equity exclusivity provisions for the new delivery licenses. 

Someone you admire in cannabis who’s doing great things. 

Without a doubt, our incubator partners Sarah Woodson, founder of The Color of Cannabis, and Rebecca Colett, founder and CEO of Calyxeum and The Detroit Cannabis Project, have been advocating for Social Equity regulations in their respective states for the better part of the last decade. The Color of Cannabis provides pathways for restorative economic and criminal justice to communities negatively impacted by the war on drugs not just through course offerings, but lobbying and criminal justice support. Sarah led the development of the Cannabis Advancement Program, which, pending legislation, Colorado will dedicate $4M in new funding to advance industry involvement for communities negatively affected by the war on drugs. 

Rebecca founded The Detroit Cannabis Project, an all-inclusive incubator program providing social equity entrepreneurs with the business expertise, technical assistance, tools, and access to capital necessary to create successful, sustainable cannabis businesses in Detroit. The incubator culminates with a Shark Tank-style pitch off, and is supported by ongoing mentorship and networking through the licensing and go-to-market process. The program just graduated its first cohort of 35 entrepreneurs from a pool of 200 applicants, with future cohorts planned for later this year. 

A movie, TV show, music or food you most enjoy pairing with cannabis.

Right now it’s food. I love Dinner at Mary’s, an infused, three-course meal kit and delivery service. I can hardly cook, let alone cook with cannabis, and the meal kits Sam and the Dinner at Mary’s team creates couldn’t be an easier or more enjoyable way to liven up another dinner at home. 

What you’d be doing if you weren’t in the cannabis industry. 

Most likely, I would be found leading brand marketing at a startup, otherwise brand marketing at a DTC brand or design consultancy. 

The film’s artful, slow-moving nature couches the blow of more intense tableaux—and while the narrator moves away from those quickly, the images maintain the same pace, lending the impression that we already know about the uglier parts already. 

This is part of what makes it strong: It makes the absence of knowledge worse. The often-violent policies meant to discourage cannabis use and sales mostly resulted in racial profiling, the bloating of the prison system and the self-justification of numerous harmful stereotypes. Some years ago, Jay Z narrated a short documentary with the Drug Policy Alliance, elaborating on just this topic.

“It was shocking to just sit in all the stories of so many people and so many lives that were unfairly hurt by the prohibition and the fear that was stoked by it, especially people of color. And it wasn’t just their lives, it was their families, too,” Jonze continues. “And now we are starting to come out of it. We are at that point in a relationship where a couple is calming down after a fight and realizing how irrational they were and trying to make amends.”

The ad starts with the story of George Washington’s hemp farm and explores Reefer Madness. It marches tranquilly toward what it calls “The New Normal,” a place where cannabis is divested of all this baggage and exposed for what it is—a product that’s often really helpful, purchased by pretty generic-looking people (… including my parents, that one time they described trying to “spice up” their marriage—let’s not talk about this anymore). 

“I’ve never been into pot much or a huge advocate for legalization, but I’ve always supported it because it seemed absurd for the reasons we all know. And it always felt inevitable,” Jonze goes on. “But getting to do this, I got to learn the bigger picture of the whole story. I feel so hopeful, but the thing that sticks with me and upsets me is that there are still so many people that are still locked up for this plant that is now legal in so many places. That doesn’t make sense.” 

The ad doesn’t really go into those politics, focusing instead on MedMen’s larger vision of a healthier, happier society where cannabis is legal, regulated and safe. And while little has been done about the cannabis users and petty dealers already in prison, politicians tacitly acknowledge Jonze’s point: Last May, mayor Bill de Blasio of New York told police to cease marijuana-related arrests, acknowledging a change in tide. New York police commissioner James O’Neill previously also admitted an imbalance in terms of who gets the ol’ stop-and-frisk: “There are differences in arrest rates, and they have persisted going back many years.”

Jesse Williams co-wrote the film with Jonze and will appear in MedMen’s in-house magazine, Ember. The latter’s fourth volume will be free with purchases starting today (Feb. 25), and will also be distributed at select boutiques, hotels and restaurants, as well as Barnes & Noble bookstores. Other collaborators include cinematographer Bradford Young and production designer James Chinlund, currently working on the upcoming Lion King movie.

“The highly selective criminalization of one plant, with flagrantly harsher punishments for one community, must be acknowledged and left behind for something more reasonable, realistic and fair,” Williams says. “It’s pretty clear that Americans are ready to exist beyond a few inherited hypocrisies. We deserve the opportunity to make this right. We can do, and feel, better.”

The release of “The New Normal” will mark the first time MedMen advertises in movie theaters in California, Nevada and Michigan. Support will include spots on connected TV networks, out-of-home assets, print ads, Sirius XM, radio and podcast placement; and native integrations with Complex. 

Jonze will also work with filmmaker Molly Schiot to create a short documentary exploring the themes of the film in greater detail. Per MedMen, these larger stories will include veterans who self-treated with cannabis, former law enforcement officials, formerly incarcerated drug offenders and young cannabis entrepreneurs.

CEO and co-founder Adam Bierman of MedMen calls this ad an “opportunity to make a statement” on the national stage. 

“Cannabis is part of our country’s history,” he says. “We’ve moved away from the propaganda of the past and into a world where cannabis is the new normal. We want this commercial to educate and embolden in equal measures.”