Notorious B.I.G.'s son launches a cannabis brand in tribute to the rapper

« You think Big, You get Big »That was his father's motto. Almost 22 years after the famous rapper's death, the son of Notorious B.I.G or Biggie Smalls brings his name to life through his new cannabis brand. Christopher Junior Wallace has developed Think BIG in tribute to his father, alongside his father-in-law, music producer Todd Russaw, and entrepreneur Willie Mack. 

Between tribute and heritage

Interviewed by Forbes, CJ Wallace explains that it was only after taking part in the filming of Notorious that he really began to understand who his father was: «I began to see and understand the things we had in common: behavior, manners, character. Our love of cannabis. Both my parents used it while they were making music, it was part of their creative process, it helped them unlock their creativity, their artistic side and their signature».

After two years of preparation, the brand is ready and was officially launched yesterday. Products are already available on the company website and in selected stores. The brand's first exclusive variety is called Frank White, one of his father's nicknames in reference to the character in the film King of New York. Think Big markets a wide range of products, including premium quality flowers, pre-rolled gaskets, slides, and edibles but also clothing, pens, notebooks and content. The key word is creativity.

«I think he'd be surprised Think BIG because it's far from preconceived ideas. It's really about his legacy. I think he'd be really proud in particular of all the positivity we're showing to normalize cannabis and finally break down the stigma surrounding it.». Think BIG will not limit itself to the commercialization of cannabis and its derivatives, but will also commit itself to law reform and social justice by investing in charitable projects.

« Think BIG is the culmination of CJ, Todd and I's personal and professional dreams for the future. We're talking about building Think BIG not just as a brand but as a legacy,» explains Willie Mack. «I've been in the cannabis industry for four years already and it's one of the fastest growing industries anywhere in the world for a reason, because it touches every aspect of our society: legality, finance, banking, creativity, art, fashion, politics, education, science, beauty, cosmetics, agriculture and global warming! These two plants, cannabis and hemp, are going to change the world and maybe save it.