As we reported, actor Jaleel White is joining the ever-expanding list of celebs who have launched their own cannabis brand.
White of course, is known for playing Steve Urkel on the 90s sitcom Family Matters. He’s partnered with 710 Labs on his new line, itsPurpl, set to launch on 4/20. It includes variants of the strain Purple Urkle.
White said the project finally comes after 20 years of hearing about his fictional TV character put on cannabis products and multiple offers to cash in. He wrote on the itsPurpl website that he met his eventual business partner on a flight to Oakland in 2018.
“Anyone who knows me personally as Jaleel White, knows I am an ardent seeker of curated adventures, big laughs, and excellent food.
“All three of these interests are enormously enhanced by top shelf cannabis. Burrowing my way into an industry not known for diversity or inclusion has been both challenging and rewarding.“
This process with 710 Labs has felt fun and organic from the moment we really got started last Spring, 2020. And this entire undertaking really helped me feel productive during pandemic.
I’ve got a strain called Stefan which is Purple Urkle x The White. Then there’s the classic Purple Urkle. Purple Urkle is actually not an easy plant to grow nor is it a big yielder. I visited the Oakland facility throughout the pheno hunt process and learned to use my nose in the same way a winemaker relies on his/her sense of taste.”
If you don’t partake or you’re not in a state that can legally sell cannabis products (New York just became one!) their branded merch is –to coin a phrase– DOPE!
Do I NEED a $68 Urkel-shaped waffle skillet? No. Do I want one? Yes, please!
(Photos, itsPurpl; via CNN)