Jaleel White is taking a stab at the GROWING CANNABIS field. White, most notably known for his ICONIC ‘Family Matters’ role as the bumbling, yet lovable ‘Steve Urkle’ is launching his very own line of weed–‘Purple Urkle’!
White is getting into the cannabis business with his own brand, ItsPurpl line, which he is producing in partnership with 710 labs, comprises variations of the popular Purple Urkle strain.
“The thing that always stood out to me was there [was] no clear brand leader for fire purple weed,” White told Forbes. “It made no sense to me, that no company of significance had claimed this lane, so why not me?”
In addition to a classic Purple Urkle strain, White said there is a strain called ‘Stefan’, which is Purple Urkle x The White.
“I feel a little bit like Willy Wonka, the flavor came out so similar to grape candy,” he said of smoking the product via one of 710 Labs’ vape pens with proprietary resin pods. It will also be available in eighths and as “Noodle Doinks,” hand-rolled joints that “uses a fusilli noodle as the crutch,” according to Forbes.
How did this celebrity collaboration come about? Through friendship. 710 Labs founder Brad Melshenker met White on a flight, and the duo connected over their passion for cannabis. “710 has never been a brand that pursued celebrity deals or endorsements as our agenda has always been quality above all else,” Melshenker says. “We tend to let the product speak for itself. But over the years Jaleel and I became friends and organically our conversations developed into a project. He was on a journey to find the real Purple Urkel from back in the early 2000’s. Not only that, he wanted to find the most flavorful purple cultivars and had been collecting seeds with his friend Sean over the years just for this purpose.”
“To smoke the end result from such a quality pod has been surreal,” says White. “I feel a little bit like Willy Wonka, the flavor came out so similar to grape candy.” The ItsPurple branding shows an ombre-purple Steve Urkel character on sleek black packaging. A limited-edition series of merchandise that includes a waffle maker, will also be available. People can sign up for product alerts through the ItsPurple website.
“Jaleel is a big fan of the Noodle Doinks and the Live Resin Pods,” says Melshenker. “The Noodle Doinks will come in 3 pheno’s of Purple Urkle and of Stefan, and the Live Resin Pods will come in Mendo Purps x Zkittlez to start, which by the way, is probably my favorite pod flavor to date. It’s a straight candy flavor with a grape Big League Chew vibe on the exhale.”
“We only do collaborations that come from the heart, so this one made sense and we were determined to help Jaleel make it happen,” says Melshenker. “It took a year for us to find winners like Stefan (The White x Purple Urkle) and one pheno of the Purple Urkel that was up to our ‘keeper’ standards. Hunting for certain traits and genetics is time-consuming and challenging but it was worth it when it all came together in the end and the vision was realized.”[Forbes]
ItsPurpl will be available on April 20th and will be available at dispensaries in California..