The future of cannabis fashion is moving from niche subculture to something that sits right next to graphic band tees and athleisure on mainstream retail racks. Cannabis leaves, 4/20 references, and hemp fabrics already show up quietly in mall stores, even if big brands aren’t shouting “weed” in their marketing just yet. The question is whether retailers like Express, Old Navy, and similar chains will lean into that momentum and play a visible role in cannabis going fully mainstream.
The groundwork is already there. Major brands have steadily embraced hemp and cannabis-adjacent aesthetics under the broader umbrellas of sustainability and festival fashion. Levi’s has experimented with hemp-based denim blends in its WellThread line, positioning hemp as a lower-impact alternative to cotton. Patagonia, long associated with environmental activism, has used hemp in workwear and outdoor pieces, highlighting durability and reduced pesticide use. Streetwear labels like Cookies, Ripndip, HUF, and various skate brands have normalized cannabis leaves, smoke references, and 4/20 drops, helping make “weed style” feel playful rather than taboo. These trends don’t stay in specialty boutiques for long—fast fashion and mall retailers are known to absorb whatever’s selling.
For chains like Old Navy and Express, the path forward likely won’t start with bold “smoke weed every day” slogans. Instead, it looks like graphic tees and lounge sets with subtle cannabis iconography—stylized leaves, “high vibes”–type wordplay, or color palettes inspired by classic strain packaging. These designs can be marketed as festival wear, music-tour merch-inspired capsules, or “plant lover” graphics that blur the line between monstera, palm trees, and cannabis. This soft approach lets brands tap into the cannabis conversation without directly endorsing consumption or clashing with more conservative shoppers.
Another big lever is fabric choice. Hemp blends offer a practical way for mainstream brands to support the cannabis plant story without touching the legal or moral debates around THC. Hemp uses fewer pesticides than conventional cotton and can require less water, which fits squarely into the sustainability narratives that retailers are already pushing. A future Old Navy campaign about “better basics” or “next-gen natural fibers” could easily feature hemp tees, underwear, or joggers that feel just like cotton but come with an eco-forward story. Express, with its emphasis on polished casual and office-adjacent looks, could use hemp in elevated basics—button-downs, chinos, and knit tops with a subtle “hemp blend” callout on the tag.
Where things get interesting is collaboration. We’re already seeing sneaker and streetwear brands link up with cannabis companies and weed-adjacent artists for limited drops. In the next few years, it’s not hard to imagine mainstream retailers doing co-branded capsules with popular cannabis lifestyle creators, music festivals with heavy cannabis sponsorship, or even non-THC wellness brands that sit close to the space (think CBD skincare or adaptogen beverages). Retailers love buzzworthy collabs, and cannabis culture consistently drives strong engagement online.
Will these brands help push cannabis further into the mainstream? Absolutely—but mostly through normalization rather than activism. When a parent walking through the mall sees a subtle leaf print on a hoodie at the same store where they buy school clothes, cannabis stops feeling like an outsider topic and starts feeling like part of everyday culture. Fashion doesn’t change laws, but it does change what feels normal, and normal is often where policy and business eventually follow.
So no, Express and Old Navy probably won’t turn into head shops. But through hemp fabrics, festival-ready collections, plant-themed graphics, and the occasional edgy collab, they’re very likely to play a quiet yet powerful role in making cannabis fashion—and cannabis itself—feel completely ordinary.
