In a landscape where fashion and lifestyle brands are constantly evolving, Cookies Bags clothing stands out as a compelling blend of streetwear aesthetics and cannabis culture. Founded by Berner, a rapper and entrepreneur closely tied to the cannabis industry, Cookies is more than just a clothing line—it's a cultural movement that has redefined how urban fashion intersects with social identity, music, and marijuana legalization.
Origins: From the Bay to the World
Cookies was born in the early 2010s in the San Francisco Bay Area, a region long known for its progressive stance on cannabis and strong hip-hop roots. The brand was co-founded by Gilbert Milam Jr., better known as Berner, a rapper who used his platform to advocate for cannabis normalization and urban entrepreneurship. Initially associated with premium cannabis genetics and dispensary products, Cookies quickly expanded into apparel, creating a lifestyle brand that resonated with a wide demographic—from skateboarders and rappers to cannabis connoisseurs and fashion enthusiasts.
Cookies Bags is a sub-label within this larger ecosystem, primarily focusing on bags, backpacks, smell-proof gear, and complementary apparel that feature the signature Cookies Bags—bold colors, unique fonts, and unmistakable branding.
Design Ethos: Loud, Proud, and Practical
Cookies Bags clothing follows a design ethos that blends form and function. The pieces are unapologetically vibrant, often featuring large embroidered logos, graffiti-style prints, and street-inspired silhouettes like oversized hoodies, joggers, and utility jackets. The bags themselves are typically crafted to be smell-proof, targeting the cannabis community directly, while remaining stylish enough for everyday streetwear use.
What sets Cookies Bags apart is the dual-purpose nature of many of its products. For example, their backpacks and duffels often feature hidden compartments and tech sleeves, making them just as suitable for travel or school as for carrying more discrete items. This versatility has helped the brand attract a broad audience, especially younger buyers who appreciate the fusion of rebellious spirit with everyday practicality.
Cultural Ties: Hip-Hop and Cannabis
The cultural cachet of Cookies Bags clothing is largely derived from its deep roots in the hip-hop world. Berner, a longtime affiliate of Wiz Khalifa and a member of the Taylor Gang collective, has used his music career to amplify the Cookies brand. The logo and clothing have appeared in countless music videos, album covers, and social media posts, worn by artists like Snoop Dogg, Rick Ross, and B-Real from Cypress Hill.
Beyond the music, Cookies Bags clothing has aligned itself closely with the legalization movement. The brand’s messaging often advocates for decriminalization and social equity in cannabis laws, particularly in underserved communities disproportionately affected by the War on Drugs. This political undertone adds an extra layer of meaning to the clothing—wearing Cookies isn’t just about fashion; it’s a statement of solidarity and resistance.
Collaboration and Community
One reason Cookies Bags clothing has maintained its relevance in a crowded market is its constant push for innovation through collaboration. The brand frequently teams up with artists, designers, and other labels to create limited-edition drops that generate significant buzz. These collaborations often sell out within minutes, further cementing the brand’s cult-like status.
For example, Cookies has worked with brands like G Pen and Vibes Papers to create crossover products that merge fashion, cannabis, and utility. These partnerships don’t just add variety—they reinforce Cookies’ standing as a holistic lifestyle brand. Limited-run clothing releases, featuring exclusive graphics or colorways, keep the brand fresh and in demand.
Moreover, Cookies has developed a robust community outreach program. Through initiatives like the Cookies Social Impact Program, the brand supports criminal justice reform, education, and job creation within cannabis-affected communities. This ethical backbone resonates with consumers who value brands that stand for more than just profit.
Retail Presence and Global Reach
Cookies Bags clothing has grown from its California origins into a global streetwear force. The brand operates multiple flagship stores in major cities like Los Angeles, Miami, Las Vegas, and New York. These stores often serve as both dispensaries and apparel outlets, reinforcing the brand’s hybrid identity.
Internationally, Cookies Clothing is making inroads in Europe, Canada, and even parts of Asia. The global demand for cannabis-related fashion has given the brand a unique edge, allowing it to be both niche and widely recognized. In a way, it has become an ambassador of American cannabis culture, blending urban style with global sensibilities.
Online, the brand’s e-commerce presence is strong, with regular product drops announced through social media platforms like Instagram and Twitter. This digital-first strategy aligns with the habits of its target demographic: young, trend-conscious consumers who are comfortable making high-ticket purchases online.
Criticism and Controversy
Despite its popularity, Cookies Bags clothing has not been without controversy. Some critics argue that the brand commercializes cannabis culture without fully addressing the systemic issues surrounding it. While Cookies has made efforts to promote social equity, others believe more can be done, particularly in supporting minority-owned cannabis businesses and expungement initiatives.
There’s also debate around the price point. Cookies clothing, including the Bags line, can be relatively expensive compared to other streetwear brands. For some, this cost is justified by quality and exclusivity; for others, it raises concerns about accessibility, especially for the communities the brand claims to represent.
The Future: More Than Just Fashion
Looking ahead, Cookies Bags clothing shows no signs of slowing down. With cannabis legalization continuing to gain ground globally, the brand is uniquely positioned to ride this wave. Upcoming expansions into wellness, accessories, and even tech suggest that Cookies is aiming to be more than just a streetwear staple—it’s striving to become a lifestyle empire.
The company has hinted at augmented reality (AR) experiences in retail, a metaverse clothing line, and further crossover ventures in music and media. If successful, these endeavors could cement Cookies as one of the first true hybrid cannabis-fashion-media conglomerates.
Conclusion
Cookies Bags clothing is a testament to what happens when authentic culture meets strategic branding. It’s not just about hoodies and backpacks—it’s about identity, resistance, and the celebration of a lifestyle that has long been marginalized. In the realm of streetwear, where so many brands chase hype for hype’s sake, Cookies remains grounded in something deeper: community, culture, and cannabis.
