The Kush Groove brand is a lifestyle brand that got its start online and at local festivals and events in 2011. Founded by Michael Pires and Marcus Johnson-Smith, the cannabis street wear brand started small and sold clothing, grinders, and rolling papers. In a few short years, Michael and Marcus had grown the brand tremendously and were ready to take their brand to the next level and open up a physical retail location. The Kush Groove Shop opened its doors in July of 2015, in the Mission Hill neighborhood of Roxbury, Massachusetts and has continued to be a hit with customers, even offline.
When the Kush Groove brand was first launched in 2011, Boston, Massachusetts wasn’t recognized as a destination for cannabis culture or lifestyle on the scale of other west coast cities, so Michael and Marcus took a big risk when they invested their lives into the brand. Today, their dedication and hard work paid off. With Boston as the first major east coast city with legalized adult use of recreational cannabis, The Kush Groove Shop, in Mission Hill, Roxbury is Boston’s #1 boutique destination for cannabis accessories, in-store events and parties, Kush Groove apparel and more.
The Kush Groove shops carries a wide variety of smoke products such as rolling papers, hooka & shisha, blunts, glass pipes & bongs, vaporizers, e-juice, and of course features the Kush Groove brand.
The Kush Groove brand was established as an expression brand for city stoners. City streets, all over the world, have seen the growth of the new age urban hippie—young, fresh, and dynamic. The Kush Groove brand is a blend of style and culture, expressed through an urban fashion savvy. At the core, they produce high-quality lifestyle products inspired by the four-twenty friendly movement. At the boutique-like shop, all customers are treated like family. Once you walk in, you’re welcomed with open arms. The shop maintains a chill, relaxed environment and welcomes all adults, 21 and over. With tons of custom designed apparel and products, The Kush Groove is unlike any other smoke shop.
“The best part about this industry is how fast it changes, I love learning about and trying new products as they come on the market. I love being a voice for city stoners, and changing the perception that people have on them about being lazy and unproductive individuals, or criminals based on how the law is defined,” says Michael Pires, Founder of the Kush Groove Brand and Shop.
New designs and ideas for the brand start at simple brainstorming sessions. It’s a time where anything goes and there is no such thing as a bad idea. Ideas are thrown around for concepts and design styles amongst the team. They then take the best ideas and connect with their artist and graphic designer, Rich Gomez who turns them into tangible products that embody the lifestyle.
“Rich is an amazing artist who is responsible for pretty much all the designs for the Kush Groove brand. He can take any idea we have and turn it into something great that fits in perfectly with the brand we have established,” mentions Mike.
Even the logo was carefully crafted to fit the brand standards and Kush Groove lifestyle.
The Kush Groove turtle incorporated in the logo symbolizes what the lifestyle strives towards—longevity and wisdom. In contrast to the fast-paced city life, the Kush Groove customer appreciates each detail, ponders each word and analyzes each event. This straddling between the fast-paced and a life of leisure is where the brand resides. The turtle, wise, contemplative and calculating makes perfect sense for the brand. After all, slow and steady wins the race.
Michael and his team members work hard to promote the brand. They hold events both in house and at local venues. Kush Groove events are all about promoting the culture. The events combine music and the lifestyle all while offering deals and specials.
Back when the brand was first started, not many people were in the business that Michael and his team were. But now that Boston has legalized adult use of recreational cannabis, the challenge of staying ahead of their competition and differentiating themselves from other smoke shops in the area keeps them working hard to set the standard for the 420 culture.
“Some advice that I always try to communicate to other smoke shops is that you have to find ways to stand out from your competition and you need to build up your presence online in today’s industry as well. It’s also very important to be flexible as trends in the industry change. For example, the cannabis industry is growing rapidly and it is better for business learn to grow along with the changes verses resisting them. Learning to grow your business alongside the industry will go a long way,” explains Michael.
The Kush Groove shop works hard to set trends in the industry, but just like any other successful business, they take customer service and their relationships with their customers very seriously.
“Excellent customer service means customers walk in with a smile and leave with an even bigger smile. We’ve had the same core team since we started and they do a great job working with our customers. What we decide to carry in our store depends very heavily on customer feedback and listening to what they want. There are so many new products coming out and our customers are usually the ones to inform us and show us what they want – they are a big part of our business and success,” says Michael.
When the Kush Groove brand was first launched in 2011, Michael and his team took a risk. A risk that has since truly paid off. Backed by dedicated founders and a hard-working, creative team, the lifestyle brand is now the definition of success.
To learn more about the Kush Groove brand or shop visit their website www.thekgshop.com to access their blog and more, like them on Facebook (kushgroove), follow them Instagram (thekushgrooveshop) and Twitter (kushgroove), or check out their YouTube channel (kushgrooveclothing). SVBS