“Highly Baked Individuals is a lifestyle brand built around the needs and preferences of the typical cannabis user (medically or recreationally).”
The brand alias HBI was established in Johannesburg South, by the Boikanyo brothers, Kganya, Kgosi and Orebotse. Co-created by Thabang Maseko and Tsebo Sishaba, who we call the co-funders of the brand.
In an interview with Mgosi, the founders of the brand HBI told the publication that Highly Baked Individuals is an extended metaphor that comes from the colloquially used term to describe the state in which one experiences after having taken Cannabis.
“Being “Baked”, being merged with two other descriptive elements being “High” functioning “Individuals” in our respected communities.”
Dope right? We must say, it is a phenomenal concept and quite unique really.
“The intention was for it to be a fundraiser so that we could develop more complex systems on our website. And it quickly turned to the part of the business that keeps us the busiest.”
What makes the brand unique and stand-out is that they create simple designs that are socially acceptable and their branding can be worn in public without causing people to squint and pull faces.
Orebotse added that, “basically creating non-threatening conversation starters to desensitise people and create room to have a conversation around how cannabis can actually be beneficial for more reasons than it is believed to be harmful.
“Our designs are so simple and subtle that we have clients who wear their HBI Merch at work, during virtual meetings, to visit their parents and grandparents, some even to church. It is also great because those who know will know but those who do not need to know can easily be avoided.”
Highly Baked Individuals (HBI)
“The business was inspired by a conversation between co-founders who are recreational cannabis users. A realisation of what is missing from their experience and how limited we are typically because of access,” said Kgosi.
We were more interested in how the conversation began and this what the founders had to say, “[it] started around music which is the core of the business, we built a music streaming platform that focuses primarily on upcoming/underground artists.
“Simply because of the experience one has any time they have had cannabis and listen to music. The business has since developed into what it is now.”
Inhale, hold it. Exhale, smile. Those are the kind of vibes this brand is giving!
HOPES AND DREAMS
The founders and co-founders of HBI stated that one of their main focus in creating this brand is to create a community. Where people like us can make it what they need it to be.
“Where young upcoming artists can grow and gain exposure with and around the people they make art for. And to create a safe space for those who need it. Whether it is recreational or medical,” said the designers.
Going forward, the brand hopes to achieve quite a number of things. Just to mention a few this what they had to tell Mgosi.
“[We want to] grow into hosting events and larger crowds. Gaining recognition so that it becomes easier to reach people as our work depends heavily on how easily we can reach people.
Click HERE for HBI page.
Least favourite thing about being a designer: “Procurement”, they said. “Because our designs are so specific, subtle and different. It is a challenge to find suppliers who are reliable and will always have stock.
“While at the same time, the rate at which we are are developing new designs means that we cannot produce orders in bulk as often as we would like to.”
FUN FACTS:
- When HBI started, the intention was never to become a clothing brand.
- The primary focus of the brand was the music and creating a free accessible streaming platform with curated playlists. For the perfect post smoke jam session while still usable by people who do not use cannabis.