Shavo Odadjian never wanted to be the face of a celebrity brand.
His attitude towards incorporating cannabis int0 22Red changed once he met a Los Angeles-based master grower.
“I didn’t know how great he was until I saw his place,” Odadjian said. “He showed me his stuff and I said, ‘I could represent this, so let’s make it a lifestyle/cannabis brand.’”
That was in 2017, as California was on the cusp of legalizing recreational cannabis. The brand launched soon after and now operates in Arizona and Nevada, in addition to its home state of California.
Naming the brand was easy, according to Odadjian, who explained that he “was born with” the number 22.
His birthday is April 22, he was married May 22 and his two sons are two years and 22 days apart.
“It’s always been there,” he said of the number. “I’d
Read full article on The Growth Op
