- Craft
- Humor apparel and accessories
Tokin' Jew calls itself a modern cannabis brand "made by Jews, for Jews, and anyone else who likes to get chai." Founded in 2020 by Brooklynites Will Cohen and Ben Kraim, it grew from an Instagram meme account into a worldwide community.
The first product came out of a college Hanukkah. Cohen made a point of lighting the menorah each night with a different Jewish friend, and one night he wondered why he couldn't smoke it. He went to the campus 3D-printing lab and made the J' Menorah, which holds joints instead of candles.
Cohen grew up Reform and Kraim grew up Modern Orthodox, and it was Kraim who felt the brand's edibles needed a hechsher; many are kosher for Passover too. Under the jokes is a real goal, in Cohen's words "making people proud to be Jewish in this kind of funny way."
The humor translates easily to the everyday: T-shirts, hats, Yiddish house towels, a challah cover, magnets and The Highgadah.
Good to know
- PressForward, Unpacked, Moment, amNY, The Jerusalem Post
- Exhibitproducts included in YIVO's exhibit on Jews and cannabis (per brand press page)
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