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ItsPurpl will be available in California on April 20th.
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Photo by MONTY BRINTON
Actor Jaleel White, who portrayed Steve Urkel on the 1990s sitcom Family Matters, is the youngest celebrity to launch a cannabis brand.
White has teamed up with 710 Labs in California to produce a line of products around the Purple Urkle cannabis strain, Forbes reports.
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ItsPurpl-branded line of products includes flowers, live resin vapes, and pre-rolls.
“What has always struck me is that there is no clear brand leader for fire purple weeds,” White told Forbes. “It made no sense to me that no major company had claimed this lead. So why not me?”
The brand will be launched in California on April 20th. An expansion to retailers in the United States is planned in the near future. White told Forbes he hoped to see products hit shelves in Canada and Europe at some point.
In an interview with Leafly, White said he first thought about getting into the cannabis industry about six years ago, and while he has been approached by several companies in the past, none of those conversations felt right.
“I was linked to something, a street of cannabis that is respected and known,” White told Leafly. “My criteria were: ‘I can’t do this and come up with a boo-boo offer with no effort.'”
Although his resemblance can be seen across all styles from cereal boxes to pajamas, White told Leafly that his recent collaboration has special meaning.
“This is the right thing to do here because of what it culturally stands for and the changes that are happening to legalization and the rightness of things,” White said. “I hope to be seen as someone who, as you know, was a pioneer. And I say this humbly because it takes a team to achieve something like this. “
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