In the latest celebrity weed endorsement, Killer Mike and El-P of Run the Jewels are teaming up with Cookies and their sister brand Lemonnade to endorse a branded strain called Ooh-LaLa. Berner, the Bay Area rapper and entrepreneur behind Cookies, says this partnership developed organically, stemming from a shared passion for music, weed, and advocacy.
“Killer Mike & El-P are legit cannabis enthusiasts—every time I see Mike, we get high together. Him and I go back more than a decade, and I’ve always felt we could open a new dimension in cannabis,” said Berner. “After working with him on The White Album (2011), I knew we’d have to collaborate again. I have a lot of respect for RTJ’s work ethic. Creating the RUN THE JEWELS brand is a natural progression.”
Run the Jewels appear to agree with this assesment. “Berner is a longtime friend and we have watched him build his empire,” said Killer Mike in a Cookies press release.
“We have huge respect for Berner and what he’s accomplished and we fucking love weed so this is very exciting for us.”
El-P added, “We have huge respect for Berner and what he’s accomplished and we fucking love weed so this is very exciting for us.”
The strain is named Ooh La La after the lead single from RTJ’s latest album, RTJ4. The rappers issued a description of the strain: “an aroma of spice cake and frosting plus flavor of sweet fruit cake with an herbal tea chaser, delivers a sensory-heightening head high and a light body feel. In addition to flower, the RUN THE JEWELS line includes pre-rolls, vapes, extracts and blunts.