Cannabis strain posters from Califari mix 60s psychedelic poster art and the finest strains all in the name of art, cannabis, and rock ’n roll.
Before founding the branding/licensing/art services company Califari, Jason McHugh, 48, was an entertainment entrepreneur who had produced a handful of TV shows, films, and music-based events. “I worked for Perry Farrell and Lollapalooza producing a mobile prankster game called Mindfield,” he said. He’s best known for producing the first two feature films for Trey Parker and Matt Stone, Cannibal! The Musical and Orgazmo.
McHugh has been a cannabis lover ever since sneaking off to Grateful Dead concerts in the 1980s. His early affair with recreational marijuana evolved into a health-and-well-being lifestyle “thing” that has been very empowering for the Californian.
“There were many years where I simply thought of myself as a career stoner,” he said. “Now I understand that I was just following my own personal compass to wellness.”
In the name of Califari
The name Califari emerged when McHugh was trying to define his own unique set of spiritual values having lived in California for the majority of his life. “I started delving into how most of my spirituality is driven by musical and artistic events that span from Reggae on the River to Burning Man,” he said. “But Califari had to have its own sacrament: cannabis.”
“The process begins with the name of the strain and the obvious imagery it conjures up. I create a conceptual springboard document, and then I find the artist who best pairs with the thumbnail idea. Once the artist is selected, they are given the springboards and the keys to go create something great.”—Jason McHugh, founder-at-large, Califari
Good lovin’
The Califari Strain Series was inspired by the groovy psychedelic concert posters from the 1960s, album art, and turn-of-the-century produce art. “My parents founded the psychedelic poster and card company East Totem West in 1967,” McHugh noted. “Many of their prints are now on display at [the Museum of Modern Art in New York City] as part of the ’60s retrospective. The entire collection was acquired by the Victoria and Albert Museum. My Dad liked to joke that East Totem West was an advertising agency for LSD, so it makes sense that I founded Califari, which is really an advertising agency for cannabis.”
Sages and artists
Califari works with a handful of artists from all parts of the globe, from India to Ireland to North America. “I started by networking with the artists who contributed to the Primus Poster Tour Series and went from there,” McHugh noted. “I also have a scouting list I am constantly updating because there is no limit to the styles that can apply to the work we’re doing. I am always on the lookout for talented artists.” Strain Series artists include Ron English, Jesse Hernandez, Justin Hampton, Matt Leunig, Binx, and Hide Your Toys, among others.
The strain is the destination
Joint venture with Harborside: cannabis and art
“Wine and food pairings have become a huge trend lately,” McHugh noted. “Well, now Califari and Harborside are collaborating to create the first-ever cannabis and art pairings party. Partygoers can sample Harborside’s Sour Diesel while gazing at the original Califari Sour Diesel poster by Matt Leunig. Then they can move on to sample the next pairing station with another fantastic strain. We have about twenty-two posters in the mix so far.”
Truckin’ “We are a small and still pivoting company that has a presence in California and Colorado with plans to keep our art on permanent tour,” said McHugh.
Califari is the farms of Humboldt and the surf of Malibu. It’s the Z-boys of Dog Town and the mountain bikes of Marin. It’s Jerry Garcia on Haight Ashbury. It’s Jim Morrison on Venice Beach. It’s Dr. Dre straight outta Compton. It’s The Dude. It’s the first medical marijuana state. It’s behind San Rafael High school at 420 in the afternoon. It’s Jack Hehrer. It’s Tommy Chong. It’s Carl Sagan. It’s Snoop and Cypress Hill. It’s weed. It’s wax. It’s crumble. It’s hash. It’s in blunts. It’s in joints. It’s in brownies. It’s in vapes. It’s in marijuana. It’s in California. It’s Califari.
