The campaign features leaders from across creative industries to highlight cannabis as a cultural and community connecter
NEW YORK, Feb. 1, 2025 /PRNewswire/ -- Gotham, the world's first cannabis concept store, is bringing together diverse and iconic New Yorkers for their forthcoming campaign, High Love New York. The place where culture meets cannabis, Gotham's campaign highlights cannabis as a cultural phenomenon with the ability to foster connection and transcend societal divisions.
High Love New York, draws from the spirit of the early 80s "I ❤ NY," campaign, celebrating the greatest city on Earth. Shot in the style of Richard Avedon's stark black-and-white images of The Factory and art world of the late 60s and 70s, the campaign brings together New York City icons across various industries to celebrate cannabis consumption proudly. Tapping into the zeitgeist of New York City's creative set, the campaign was shot by photographer Dean Isidro, whose visions have graced the pages of OUT Magazine, Vogue, Grazia, and more. Tastemakers and cutting-edge creatives appear alongside everyday New Yorkers: a barista, a drag performer, a retiree, even a postal worker. Together, they embody the unique tapestry of the city, all brought together by a shared love of cannabis.
Featured talents include legendary guitarist Lenny Kaye, who played alongside Patti Smith since her band's inception in 1974, and DJ Bobby Trends, who represents the beating heart of the city's contemporary music scene. Coming off her appearance in Gotham's 2024 Pride campaign (High On Love) celebrating love in every form, multi-hyphenate Richie Shazam returns to Gotham as a pillar of the LGBTQIA+ community in New York. One of the buzziest emerging fashion designers of the moment, Grace Ling, reuniting with Gotham after a groundbreaking collaboration in her SS25 NYFW show, joins the campaign alongside model and basketball player Liz Cambage. Highlighted with these industry names, Gotham also scouted the city streets for everyday New Yorkers to capture the breadth of a beautifully diverse city.
In addition to the campaign, Gotham further celebrates the greatest city in the world with the release of the limited-edition High Love New York gummies by Off Hours. Made for the city that never sleeps, these gummies are formulated for energy and feature a flavor profile inspired by the classic New York soda fountain favorite, Cherry Lime Rickey.
"A cornerstone of our mission as a brand is to bring culture and cannabis together," says Joanne Wilson, Founder and CEO of Gotham. "We aim to provide a hub for the NYC community that celebrates cannabis, culture, fashion, art, and lifestyle in all of its manifestations, and this campaign is a reflection of this vision. When a substance is illegal and its users are criminalized, the surrounding culture doesn't have a proper chance to develop and flourish. Gotham is working to make up for lost time - pushing the culture of cannabis forward by engaging and embracing the creative communities that have time and again been the first to welcome positive change."
The campaign is pivotal for the rapidly growing brand. In 2024, Gotham opened a location on historic Warren Street in Hudson, NY and expanded into Brooklyn with their store at The Refinery at Domino; a fourth Gotham store will open in Chelsea later this month.
With this campaign and across initiatives, Gotham continues to make strides to recontextualize cannabis culture through creative collaborations in fashion and the arts. Upcoming partnerships with brands at New York Fashion Week in February, including anticipated appearances on the runways of Collina Strada and a continued partnership with Eckhaus Latta, follow Gotham's successes at September Fashion Week where they lit up the runways of Grace Ling, Theophilio, and Eckhaus Latta. Working across verticals, they also teamed up with it-girl Alex Consani, the first out trans woman nominated for the BFC's Model of the Year award, to celebrate her 21st birthday and collaborated with public arts organization Creative Time on their annual gala to provide a first-of-its-kind cannabar.
The High Love New York campaign will go live city-wide on February 1st, 2025.
About Gotham
Gotham, the world's first cannabis concept store, is a female-founded, mission-driven, arts-and-culture-forward legal cannabis dispensary in New York City. The brand—where culture and cannabis meet—offers expertly curated cannabis alongside elevated apparel, home, and lifestyle goods for the discerning consumer. Gotham's flagship store debuted in 2023 at Bowery and 3rd St. in the East Village, seamlessly blending art, design, fashion, and culture with New York's finest cannabis offerings. In 2024, Gotham expanded its reach across the state, opening its second location in Hudson, NY, at 260 Warren Street, within the vibrant creative community. That same year, Gotham launched its third location in Williamsburg, Brooklyn, at The Refinery at Domino, becoming one of the first retail operations in the state-of-the-art historic facility. In early 2025, Gotham will open its fourth location in Chelsea, solidifying its position as a pioneer in cannabis retail and culture. With each new store, Gotham creates a sense of welcome in its local communities through bespoke in-store experiences, activations, collaborations with creative leaders, and elevated events that continue to revolutionize the narrative around cannabis consumption.
Visit Gotham online at www.gotham.nyc | Instagram: @gotham.ny
SOURCE Gotham
Share this article