Over the past couple of years, mushrooms have been at the center of a growing list of collaborations focused on sustainable accessories and footwear, functional drinks, and plant-based proteins, as well as gaining popularity as a design element.
Psychedelic mushroom-based products containing psilocybin or other hallucinogenic compounds have been at the center of collaborations as well. This despite the fact that, like cannabis, psilocybin is governed by a patchwork of laws worldwide and remains illegal in most jurisdictions. Six states in the U.S. have decriminalized psilocybin’s use to some degree, with additional states considering going in this direction. Outside the U.S., close to a dozen countries have decriminalized or legalized the substance, at least in part.
As a result, marketers offering “magic mushroom”-based products often have a mission of destigmatizing and normalizing the category as much as generating significant revenue at this early stage. The psychedelic products are typically accompanied by complementary offerings that have more sales potential in the near term, such as cannabis—which is further along on the legalization/decriminalization spectrum—or non-hallucinogenic but still functional mushroom-based items.
Here are a few of the collaborations that have come to light in this space:
- High Times, a brand encompassing cannabis media as well as marijuana dispensaries, partnered earlier this year with Lucy Scientific to distribute and market a new line of non-scheduled psychoactive mushroom-based products—that is, mind-altering but not classified as illegal drugs—for sale in the U.S. and in other countries where permitted. The first introduction, Mindful by Lucy, includes Amanita muscaria mushrooms, which are psychoactive adaptogens that reduce stress, along with other functional ingredients. Initial distribution and marketing are through High Times’ websites and social channels. Separately, last week, High Times sold its IP and 18 licensing agreements to Lucy in return for company stock. Lucy will now serve as the licensor for the High Times, Cannabis Cup, and 420.com brands; that includes licensing the High Times brand back to former owner Hightimes Holding Corp., giving the latter the right to continue operating retail stores and manufacturing and selling THC products in the U.S.
- Erykah Badu paired with Cookies, the marijuana brand of rapper and entrepreneur Berner, in 2022 for a limited-edition weed strain called That Badu, as well as a mushroom tea box set that includes two types of psilocybin tea and two non-hallucinogenic mushroom teas containing compounds that heighten focus and boost brain function, respectively.
- Also in 2022, rapper Wiz Khalifa announced he was pairing with Canadian company Red Light Holland for a psychedelic mushroom wellness brand called Mistercap’s Magic Truffles, containing natural psilocybin. The products will be sold in the Netherlands, where they are legal with limitations. In the U.S., Canada, and other parts of Europe, the partners plan to offer home-growing kits of non-psychedelic but functional mushroom varieties, including oyster, shiitake, and lion’s mane to start. The offering also includes merchandise such as trucker hats, hoodies, t-shirts, socks, and stickers, which are currently available; all the mushroom-based products are listed as “coming soon” on the brands’ websites.
- Marley Merchandising LLC, run by members of the Bob Marley family, partnered with Silo Wellness in 2021 to launch Marley One, which it billed as the first global functional and psychedelic mushroom brand. The line began with functional, non-hallucinogenic tinctures, each made from different mushroom species and offering benefits such as immunity and cognitive function. Gummies, capsules, and topicals are being considered for the future. A psychedelic mushroom line, Marley One Drop, is also in the works.
Meanwhile, psychedelic mushrooms have inspired fashion collaborations, as when Jaden Smith’s MSFTSrep apparel brand dropped an outerwear and athleisure collection on the Mr. Porter site called Trippy Summer. The pieces feature bright colors and swirly patterns inspired by Smith’s use of magic mushrooms, with a fit designed to make the garment perfect to wear while tripping.
Collaborations involving mushrooms of the non-hallucinogenic variety also continue to pop up in other categories. Stem Ciders released a product called Neural Nectar, which includes lion’s mane mushrooms, in collaboration with Jake Plummer, former quarterback of the NFL’s Denver Broncos. Erewhon Market, known for its healthy juice bar, released an elixir featuring three functional mushrooms plus fruit, vegetables, sea moss, and pearl powder, with Dr. Andrew Weil and the skincare brand Origins. Wrestling legend Ric Flair partnered with Carma HoldCo and LGNDS for an energy drink called Wooooo Energy!, featuring seven different mushroom varieties and other functional ingredients. And Meati Foods, a marketer of mushroom-based meat alternatives, announced Derek Jeter as a new investor and advisor, joining chefs Rachael Ray and David Chang in that capacity.
On the non-foods side, Stella McCartney released her first commercially available handbag made from mushroom leather, the Frayme Mylo, in a limited, numbered drop of 100, in partnership with Bolt Threads. She had produced one-offs from the material in the past for use in runway shows.
Watch for Raugust Communications’ free monthly e-newsletter in your inbox next Tuesday, September 19, 2023. The Licensing Topic of the Month will examine how collaboration partners’ shared experiences can create storytelling opportunities to grab consumers, while the Datapoint research spotlight will take a look at the children’s audio market. If you are not yet a subscriber, you can sign up here.
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