In cannabis culture, the line between lifestyle branding and everyday essentials keeps getting thinner – literally, down to your underwear. Collaborations between cannabis powerhouses like Cookies and Runtz and specialty underwear labels such as PSD are turning “marijuana underwear” from a novelty into a meaningful niche in the streetwear and intimates market.
Cookies, founded by rapper and entrepreneur Berner, has long blurred the boundaries between dispensary brand and full-fledged fashion label. The company now sells boxer briefs and performance underwear featuring its signature logo and cannabis leaf motifs through its own Cookies SF site, positioning them alongside socks and streetwear basics. These pieces use cotton-spandex or performance polyester blends with stretch waistbands, mirroring the technical features of mainstream athletic underwear while keeping overt cannabis iconography front and center.
The trend accelerated when PSD, a leading men’s and women’s underwear brand known for bold prints and athlete partnerships, launched a capsule collection with Cookies. The PSD x Cookies drop introduced boxer briefs with all-over Cookies branding, weed leaf graphics, and performance features like four-way stretch, moisture-wicking fabric, and a supportive micromesh pouch. A 2023 Forbes piece highlighted how the collaboration positioned cannabis imagery in the same lane as sports, anime, and pop culture licenses that already drive PSD’s graphic underwear sales.
Runtz has taken a similar path, evolving from a sought-after strain into a global lifestyle brand. The Runtz clothing line now spans hoodies, tees, accessories, and a growing assortment of underwear, with designs ranging from bandana and camo prints to smoking-skull graphics and “Cannabis Club” motifs. Multiple retailers list Runtz-branded underwear in extended size runs, underscoring that this is not a one-off merch drop but a standing product category within the brand’s apparel mix.
For the cannabis industry, these collaborations do more than sell cheeky prints. They create daily, intimate touchpoints with consumers who may only visit a dispensary once a month but wear branded underwear every day. Underwear sits at the intersection of comfort, confidence, and identity, giving cannabis brands a way to extend their story beyond flower jars and vape carts into the broader lifestyle space.
From a business perspective, underwear collabs help diversify revenue, smooth out volatility in commodity-driven product lines, and tap into wholesale and e-commerce channels that operate independently of state-by-state cannabis licensing. Partnering with an established intimates brand also lets cannabis companies leverage existing supply chains, fit blocks, and retail relationships while contributing their own art direction, color stories, and cultural cachet. Retailers also benefit, using these collabs to build themed walls, creative promotions, and impulse displays near streetwear.
For fashion-forward consumers, these pieces function as insider signals. A pair of Cookies x PSD briefs or Runtz camo boxers reads differently from generic leaf-print underwear sold at mass retailers; it connects back to specific strains, music scenes, and dispensary experiences. That, in turn, feeds the feedback loop where successful apparel capsules boost brand equity, which then supports premium pricing on both the clothing and the cannabis itself.
As cannabis normalization continues and streetwear remains a dominant fashion language, expect more brand-to-brand collaborations in the underwear lane: limited drops around 4/20, athlete- or artist-driven capsules, and collections that blend sustainability narratives with hemp or recycled fibers. For now, Cookies, Runtz, and PSD are showing how something as simple as a boxer brief can become a surprisingly powerful canvas for cannabis culture—and a quietly lucrative line item on the industry’s balance sheet.