Kush Groove isn’t just a clothing company: it’s a lifestyle, according to Marcus Johnson-Smith, co-founder and part owner of the brand. Marcus, alongside his partners, Michael Pires and Matt Whormes, got off the ground in 2011 with the launch of their website, where they sell a variety of fresh, sly marijuana-themed hats, hoodies and t-shirts for men and women.
In just nine months, Kush Groove has really blasted off, with articles in The Lihk and Hail Mary Jane as well as fashion shows with TuftsLux at Tufts University and Modeling for a Cause at Roxbury Community College. What started in their basements has expanded to two physical stores: it’s now possible to find Kush Groove merchandise in Kulturez, in The Garage by Harvard Square, and Got Sole in Jamaica Plain. Marcus credits their extraordinary success to their deep understanding of their customer base, and the legitimacy of the stoner subculture in Boston.
It isn’t really about the clothes, though. For Marcus and company, it’s all about the lifestyle: 420 culture, art, music, and yes, fashion. “The best way for our target market to express themselves is through fashion,” he explained, citing his mission with Kush Groove as the “representation and celebration of 420 culture.”
Check out their blog to keep up with the latest Kush Groove news, and wish them luck as they continue to grow and thrive. And if you’re in Harvard Square this weekend, be sure to keep an eye out for the Kush Groove MayFair table!
–Rachel, Future Boston Intern