The PLEASURES x Reebok “Not Guilty” Collection Highlights Inequities In The Cannabis Industry

PLEASURES and Reebok are joining forces to highlight an important cause on 4/20; systematic inequities in cannabis industry.

The initiative stems from Reebok’s “Human Rights Now!” platform and comes alongside a contribution from Reebok to Last Prisoner Project, a nonpartisan coalition of attorneys, criminal justice reformers, advocates, and justice-impacted individuals leading the charge against unjust cannabis policies. The capsule collection itself consists of hoodies, tees, shorts, and a Reebok Club C BULC under the moniker “Not Guilty”, a strong declaration from victims of cannabis policy inequities.

Statistics show that black people are 3.64 times more likely than white people to be arrested for cannabis despite similar consumption rates, and hundreds of thousands are currently imprisoned for actions that in many cases, are no longer illegal. But let’s be honest, cannabis policy was already flawed before states started legalizing it in the last decade or so.

Executive Director of Last Prisoner Project Sarah Gersten states: “At its core, the war on drugs was built upon a decades-long, false, media-driven narrative that “marijuana” was one of society’s most menacing enemies. This misinformation campaign ultimately led to a highly racialized enforcement of cannabis prohibition, which disproportionately surveilles, arrests, charges, and incarcerates black and brown community members. To know we have the support of companies like Reebok and PLEASURES, helping us break these stigmas and reverse these trends – it’s a powerful statement.”

The Reebok Club C BULC itself features all the known and loved hallmarks of 4/20 shoes, draped in PLEASURES’ signature green color just like past Reebok collaborations, although it obviously associates with cannabis on this pair. A premium suede/nylon upper, rubber toe cap, and plush terrycloth lining reinforce the skate-ready utility of the BULC, while a tongue stash pocket and “JUSTICE REFORM” text carry the theme even further.

PLEASURES co-founder Alex James states: “We’re highlighting people who are locked up on bogus weed charges. The rest of the free world has legal weed and yet people are still behind bars for small offenses. Hopefully this project and content shines some light on the real issue.”

The PLEASURES x Reebok “Not Guilty” collection releases exclusively through PLEASURES at 10:00 AM PST April 19th before hitting Reebok and select retailers on April 20th. Enjoy official images of the Club C BULC bulk below and revisit this article for updated retailer purchase links as 4/20 draws closer.

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All statistics courtesy of Last Prisoner Project.