A hemp clothing line made by Chiefton has national allure for progressive consumers and is grabbing the spotlight occupied by big-name brands like Adidas, Nike, Billabong and North Face.

To elevate cannabis and its place in our culture and society, the brands representing it are taking a national stage and stepping up to meet the consumer’s expectation for design, quality and conscientiousness.

The days of dingy head shops are behind us, and a bright future awaits for well-designed products that sit on the same shelves as the big brands. As cannaculture merges with lifestyle and fashion, the opportunity is ripe for cannabis brands to play on a national scale and reach consumers where they shop: with the big retailers.

Chances are you’ve seen HUF’s weed socks, on people’s feet and at a wide range of retailers, from Amazon to Tillys and PacSun. They’re ubiquitous and unobtrusive, worn by consumers across all demographics and lifestyles, and represent the next generation of cannabis brands.

At Chiefton, we are fans of the cannabis plant and know what it can do to help people and the world around us. We believe in its potential and are building a forward-thinking platform to showcase its benefits on a national level. Our focus is on changing perception, bringing legitimacy to the market and taking cannabis mainstream through a range of brand and distribution strategies.

But how are we doing this?

Our recent distribution deal with Tillys shows how cannabis is moving upstream from local dispensaries and into national retail outlets and large-scale brand presence. Tillys has more than 200 stores in shopping centers and malls across America, as well as a sprawling online store with clothing, shoes and accessories for active lifestyles.

Chiefton hemp clothing is now being sold alongside mainstream brands like Adidas, Nike, Billabong and North Face, and how cool is that?

It also means using more organic, eco-conscious materials and less in-your-face, “I smoke weed” design. It’s about offering a choice to consumers who care about the environment and take pride in their awareness. In particular, for Chiefton it means a focus on hemp as a textile and educating people about all it can do.

We’re putting a big focus on hemp clothing as we build a brand that connects with a broader, progressive audience. Our new line of shirts uses an organic hemp blend and puts the fact that it’s made with hemp front and center. We are proud to be using hemp and want the world to know it. We’re putting big, shiny stickers on our products that spotlight their hemp content; even the insides of our hats have “Hi, I’m hemp!” printed right on them. Now people can wear their love for sustainable hemp on their (literal) sleeve, loud and proud.

Cannabis is everywhere, and it’s not going away anytime soon. It’s time to think big when it comes to cannabis branding and build a platform that is viable and scalable on a national level. And it’s time to think about responsibility and representing the plant and its culture in a progressive way. With Tillys, we’re starting with our hemp-specific products, and are looking to expand the brand and line into more chains like REI, Evo and other national outlets.

At Chiefton, we think of our apparel as a way to give cannabis enthusiasts a choice that not only reflects themselves and their culture, but also their commitment to sustainability and conscientious consumerism. We’re excited about the ways cannabis can help the world, and the ways we can help people connect to it—and will continue to educate, innovate and explore new opportunities to bring the world the next generation of cannabis culture apparel.