British CBD Lifestyle and streetwear brand, Mr NICE, has today launched its pop-up at Selfridges’ flagship Oxford Street store, launching their premium range of CBD and high-end lifestyle products, as well as a 40-piece offering of their apparel collection.
The partnership marks the first move by a major luxury retailer in Europe into the expanding CBD industry. Along with award-winning British architects HUT, Mr NICE has transformed the Land Rover Defender on Selfridges’ first floor, which sees Mr NICE flanked by leading brands such as Gucci and Virgil Abloh’s Off White.
Mr NICE recognises the value of CBD, providing high quality products made from organic EU hemp extract. The NICE ethos is inspired by Howard Marks, the counter-cultural hero and cannabis activist who championed the human spirit and staying true to self in the face of adversity.
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Mr NICE will be hosting a series of events from the installation, including their Soho Radio show live from the defender, informative talks on CBD and CBG, and Selfridges’ ‘Ten Days of Christmas’ festivities in December.
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Tayler Willson is Mixmag's Digital Fashion Editor, follow him on Twitter