![]() Weed definitely helps when Cookies sells out 100 $100 sweatshirts, advertised on Instagram, in minutes - and without weed, it's hard to imagine Berner producing a show on 4/20 at the Bill Graham Civic Auditorium featuring himself and Cypress Hill (for which he's on the hook to sell 8,500 tickets).īut since Berner's business does not deal in marijuana per se, it can be on the books. Weed helped Berner turn a couple of ideas into a growing business empire that he claims cleared $12 million in 2015. Weed was how Berner appeared as a special guest on Snoop Dogg's YouTube interview series, in a seat occupied on other episodes by mainstream celebrities like Seth Rogen, PSY, and Jimmy Kimmel (though the episode with Berner has more views than Kimmel's). Weed was how Berner graduated from working as a bartender at Jelly's on Mission Rock and a budtender at the old Hemp Center on Geary Boulevard in the Richmond to his current status as multidisciplinary businessman. Specifically, it involves Cookies, which in the span of five years has become the best-known name in the marijuana game - thanks largely to Berner putting it directly into Khalifa's hands - and other strains grown by the San Francisco-bred cultivation crew now internationally famous as the “Cookies Fam.” But thinking so is an honest mistake, as everything Berner does - his store his career as a rapper, going on tour and cutting tracks with Snoop Dogg, Cam'ron, Chris Brown, B-Real, and Wiz Khalifa his line of weed-themed, hempseed-infused flavored waters, Hemp2o, also for sale at the store - involves weed in some way. No, there is no medical cannabis for sale here the official Cookies dispensary is on the other side of town, on Mission Street south of Geneva Avenue near Daly City. The opening of the Cookies store caused a scene - and to this day, it causes some confusion. ![]() I honestly did not think it would pop off for three days… but all three days was crackin',” Berner said later, on a video posted to his YouTube channel. ![]() I don't know why we went with three days. And this - the crowd, the store, and that telltale heavy marijuana stink, different somehow from the clouds of smoke hanging over every street corner in San Francisco - was all his doing. The Fillmore District native and Galileo High dropout - better known to his hundreds of thousands of Instagram followers as “Berner” - was five months away from turning 32. In between posing for photos and slapping skin with the parade of well-known well-wishers coming through, Gilbert Milam Jr. Hovering over everything - the line, the storefront's backyard, and the golden RV, embossed with the name “the Twerkulator” - was a heavy cloud of an unmistakably pungent strain of cannabis.Īt the center of it all was a heavyset young man with light skin, a close-cropped head, a perennial five-o'clock shadow, and a tattoo on the pinky-side of his left palm that matched the “Cookies” banner hanging over the store. These hoodies were pricier - around $100 and up - but sold just as quickly. More famous locals came through, enough local rappers to fill a mixtape. This line was bigger, its energy higher, egged on by the young men on dirtbikes who popped wheelies while buzzing up and down Haight. ![]() They were waiting to enter a storefront a few doors down from hip clothier Pink+Dolphin, whose own grand opening not long before also drew a throng of stylesters, scenesters, and local rappers eager to plunk down $80 for a hoodie. Last May, the annual Bay to Breakers shitshow started two days early in the Haight-Ashbury, right around the time a gold-painted RV rolled up in front of a Haight Street storefront near Masonic Avenue.Ī line of young people - white and black and brown but skewing urban, with some suburban kids mixed in, conspicuously fronting tough - snaked down the hill on Masonic and to the left up Haight.
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