Superstar rapper and entrepreneur Snoop Dogg announced the opening of his first coffeeshop, Smoke Weed Every Day (S.W.E.D.), in Amsterdam. Following the successful launch of his first S.W.E.D. store in Los Angeles earlier this month, the Amsterdam location represents a significant step in the global expansion of S.W.E.D. The coffee shop brings Snoop’s signature style and passion for cannabis culture to a city celebrated just as much for its cannabis cafes as it is for its famed canals.
S.W.E.D. is more than just a coffee shop; it is a cultural hub that embodies Snoop Dogg’s vision of a premium cannabis experience. The shop features a unique blend of high-quality products, exclusive strains, artisanal edibles, and top-tier cannabis accessories, all handpicked by Snoop himself. Visitors can expect an atmosphere that celebrates both the rich history and the vibrant future of cannabis culture.
“Amsterdam has always embraced cannabis, and so have I,” said Snoop Dogg. “It’s only right that I bring S.W.E.D. global to this iconic city that understands the joy of great cannabis and a good time.”
The Source caught up with Tiffany Chin—CEO of DRR Cannabis to discuss this monumental collaboration.
Can you tell us about the inspiration behind choosing 2Pac for Death Row Records Cannabis’ inaugural artist collaboration?
The first person on the Death Row Records roster that Snoop wanted to bring on under Death Row Records Cannabis was the person who passed him his first blunt – 2Pac. Death Row Records is more than just a brand, it’s a storied record label with some of the best hip-hop artists ever. Snoop wanted to honor and share the love he and Pac shared with the rest of the world.
How did the idea of incorporating 2Pac’s legacy into the cannabis collection come about, and what was the creative process like?
Working with the 2Pac Estate has been such a joy. The exploratory process included storytelling, funny memories, and exploring his smoking habits. The Estate and the DRRC team worked in lockstep to determine strain selections, conducting various tests, and combing through different assets and imagery that made sense for this line. Watch this space – we’re working on a more evergreen capsule with 2Pac!
Snoop Dogg has a deep connection with 2Pac, including the famous story of 2Pac handing him his first blunt. How did this shared history influence the development of the limited edition collection?
The shared history between Snoop and 2Pac deeply influenced the development of the collection. This personal connection and the iconic story of 2Pac handing Snoop his first blunt are central themes that inspired the creation and narrative of this limited-edition collection.
Fans have the unique opportunity to collect different photos of 2Pac. How important is fan engagement and participation in the creation of this exclusive collection?
Fan engagement is crucial. This limited drop, featuring only 4,000 photos, was designed with true fans of 2Pac and Death Row Records in mind. Their enthusiasm and support are the driving forces behind this collaboration and we’ve been overjoyed to see their reaction to the line.
What do you hope to achieve with the introduction of the 2Pac collection, both in terms of honoring his legacy and contributing to the cannabis culture?
I’ve often said that if Snoop Dogg is the Godfather of Weed, then 2Pac must be the Grandfather because of his influence on Snoop being considered the most famed cannabis smoker in the world. DRRC aims to honor the irrefutable connection between music and cannabis, ensuring that connection is celebrated.
As Snoop Dogg continues to expand his influence in the cannabis industry, the launch of S.W.E.D. in Amsterdam marks a significant milestone, blending his passion for cannabis culture with his entrepreneurial spirit. This venture not only cements Snoop’s status as a cultural icon but also highlights the evolving landscape of the cannabis industry.