Seth Rogen announced the launch of his cannabis brand and the internet loved it so much, the site immediately went down.
The actor/filmmaker/stoner and his longtime creative partner, Evan Goldberg, announced the launch of their cannabis company Houseplant on Monday. The name combines the brand’s two main products: “House” goods like ceramic ashtrays and lighters, and weed (plant) strains curated by the two Pineapple Express writers.
“If you know anything about me at all, it’s probably that I really love weed,” Rogen said in a video announcing the brand’s launch. “But what you probably don’t know about me is that I’ve been working on my own weed company for the last ten years.”
Goldberg and Rogen tested “hundreds” of strains, per Houseplant’s press release, before settling on three for the launch. The strain names (Diablo Ice, Pink Moon, and Pancake Ice) are all named after weather systems, like the strains in Pineapple Express. Rogen’s personal go-to strain is Pancake Ice, a 33 percent THC sativa which he smokes “all day.” Houseplant also made vinyl mixtapes that corresponds with each strain type.
Rogen’s announcement went viral enough to crash Houseplant’s site on Monday, though the site is now up with just a logo.
Restorative justice will also be part of Houseplant’s mission, since the criminalization of cannabis disproportionately affects low-income communities of color. In the press release, Rogen said that starting a cannabis brand comes with a “commitment to changing the unjust and racist cannabis laws that still exist in today’s society.” The brand will work with criminal justice and drug policy reform organizations, Houseplant told Fast Company, and provides funding to Marijuana Policy Project, Cage Free Cannabis, Cannabis Amnesty, and NORML. Houseplant also plans to create a mentorship program for undeserved entrepreneurs in cannabis, Fast Companyreported.
“We understand our responsibility to help right those wrongs and are dedicated to creating a more diverse, equitable cannabis industry,” Rogen added.
Houseplant will be available to purchase in California directly from its site next week. Starting March 11, Californians will be able to purchase Houseplant’s three strains and home good, including the vinyl box set, a tabletop lighter, and a ceramic ashtray.