It's been around 22 years since Christopher Wallace, better known as "Biggie Smalls", was killed in a shootout driving a car in Los Angeles. A few days before the 22th anniversary of his death in 1997, his son CJ launches a new brand of cannabis in tribute to his father
The Notorious BIG's son, CJ Wallace, launched Think BIG, a new brand and cannabis movement. The brand is inspired by Biggie Smalls and aims to use cannabis as a method to stimulate ingenuity.
The new company will launch products and brands developed from the three pillars of Think BIG: creativity, curiosity and collaboration. The brand will also promote the safe use of cannabis that promotes self-expression, health and well-being, while advancing criminal justice reform and de-stigmatization of people who use cannabis.
For CJ, cannabis is a way of communicating with his late father who he lost at five months. The company is assisted by Todd Russaw, CJ's music director and father-in-law, and contractor Willie Mack.
The first publication of the brand, Frank White, named after one of Biggie's pseudonyms, will be available from April. Products - pre-rolls, vapes, gummies, clothes, etc. - will be sold on the company's website, as well as in pop-ups and some retailers.
"In the end, I think he would be really proud, especially of all our positivity to normalize cannabis and finally reverse the stigma surrounding it."
Beyond a simple brand of cannabis, Think BIG also hopes to work on charitable projects.