Grateful to see FORBS and the fashion industry embracing HEMP The world of hemp is changing fast.
When Did Hemp Become Posh? Luxury Hospitality Industry Suddenly Loves Hemp…Only a few years ago, hemp-based products were relegated to headshops and hippie-style stores at tourist spots that sold itchy sweaters and rough t-shirts that often resembled a sack of potatoes a lot more than a clothing item should.
Today, however, healthcare trends, the CBD craze, and legislative measures like the 2018 Farm Bill – which legalized hemp on a federal level, have brought this noble plant to the forefront of collective cultural consciousness. Now everyone is talking about hemp, its derivatives, its potential for the plastic and paper industry, etc. Instead of appearing in back-alley bodegas, hemp is a full-blown mainstream commodity, with products sold at major national retailers and pharmacy chains.
But this is only the beginning of the rule of the “Hempire.”
A Sophisticated ‘Hempire’
Hemp going mainstream has not only reflected on its appearance at mass retailers, but also on its penetration of luxury markets. Earlier this year, luxury specialty retailer Barneys New York announced that it would become the first major retailer to open a luxury cannabis lifestyle and wellness concept shop. Dubbed “The High End,” the store offers a variety of cannabis accessories and CBD wellness products.
Aside from retailers, a number of luxury hemp brands have risen to meet the growing demand for high-end hemp products. One such company is Beverly Hills crowd favorite Lord Jones, which offers a variety of hemp-derived, CBD-infused products, like confections, topicals, tinctures, and supplements.
MoonCloth? More Like HeavenCloth
Several months ago, a friend brought up the existence of this hemp fabrics and products brand, arguing it was the prettiest, most sophisticated she’d ever seen.
“Hemp fabrics? Soft? Yeah, right,” I answered, knowing this friend had been obsessed with hemp for years and was probably overstating the products’ real appeal.
She insisted I check it out.
“This hemp brand is on a mission to not only elevate hemp as a source for luxury consumers good, but also to trigger a wider consumer shift towards sustainability,” she added. “It’s about a lot more than clothes and furniture, which they also make. It’s about the environment.”
I was willing to look into the company from a sustainability standpoint. However, what I found was nothing like I’d imagined.
“Hemp is one of the most eco-friendly fibers on the planet, MoonCloth co-founder Sarah Harf explained during a recent chat. “It’s very versatile; there are a lot more opportunities for consumer products that you can design.”
She explained MoonCloth works with hospitality brands like Design Hotels and Sensei to design hemp-based hotel décor and furniture that “both look and feel good.” In recent months, the company has been working on eco-hemp patio furniture for Soho House & Co.’s new downtown L.A. club house, expected to open later this summer, Harf disclosed.
Aside from designing décor for luxury hospitality brands, MoonCloth is also working on launching a product line of hemp home goods and hemp wellness products this summer. Much of MoonCloth’s line will be comprised by consumer versions of the products that they make for hospitality brands, such as pillows and towels.
But the brand will also offer hemp-based health and beauty products, as well as an extravagant line of hemp-silk kimonos. Working with musical artist and style icon Lizzy Jeff, Harf hopes that the hemp-silk kimonos will help drive home the point to consumers that they don’t have to sacrifice comfort for sustainability.
“There’s a lot of stigma around things that are sustainable because people think that you have to sacrifice design, and we believe the opposite,” Harf continued. “Now that hemp has been legalized, we can create beautiful products with the right design and with the right partners.”
VicesI writes about all things cannabis, hemp and CBD.