Introducing 'Summit OG', POWDER's Sun Grown Cannabis Collab

POWDER x Humboldt Family Farms Collaboration (1:13)

Video caption: "We’ve joined forces with Humboldt Family Farms for a winter collaboration inspired by our shared outdoor culture. Bluebird days, fresh tracks, coastal sun, and mountain cold are all part of the same California story, so we created a winter drop that finally brings sungrown and outdoor sports together in one handy to-go daypack. Get yours at all embarc California locations. 21+ only.

"POWDER is making weed?! Why would you do that?" asked a friend when I first told him about our upcoming collaboration with Humboldt Family Farms.

The tone in his voice indicated he had strong feelings about the legalization of cannabis, something I wasn't previously aware of, but the question did strike a chord with me. Why would POWDER put its name on cannabis, a product that is illegal at the federal level?

I could speak in flowery language (ba-dum-tish) about the California sun-grown lifestyle and how every person at embarc and Humboldt Family Farms are fantastic people, but I have a better reason.

Powder skiing started as a counter-culture movement that was directly influenced by the increase in popularity of mind-altering substances in the 1970s. Whether it was weed or hallucinogens, skiers of this era latched onto the freedom these substances provided from the stresses of their daily lives.

Skiing powder itself was an escape, but the journey continued after retiring from the snow. Weed, dope, cannabis, pot—whatever you want to call it—facilitated these crucial social interactions. Its use undoubtedly brought powder-hungry skiers closer together.

If that's not a good-enough reason for POWDER to collaborate on its own cannabis products, then I don't know what to tell you. Skiing is supposed to be fun, remember?

Here's hoping you enjoy 'Summit OG' and the 'Freshies' pre-rolls with your ski pals this winter. It was made with you in mind.