Can a weed company design a pack of joints as coveted as a rare sneaker or fashion item? Pure Beauty probably could. The Los Angeles indie brand, whose sleek and subtle aesthetic is already beloved among cannabis users, recently teamed up with a crew of artists to create their own versions of the debut launch of its “5 Pack,” a tiny, slim box that houses five of Pure Beauty’s “babies,” or mini joints (as opposed to its usual offering of 10).
Among those is artists is Yu Su, the Chinese-born, Vancouver-based DJ and electronic musician who dropped her debut album Yellow River Blue in January 2021. Su met one of the co-founders and creative director of Pure Beauty, Irwin Matutina, back in 2019 while living in L.A., and has been a fan of the brand ever since she tried one of its mini joints for the first time.
“They really hit the right spot, so I was very impressed,” Su tells NYLON. “[Irwin and I] have been keeping in touch through the internet ever since, and we’re fans of each other’s work, so when he asked me if I’d like to collaborate I said yes right away.” Unfortunately, Su realized that she has “zero skill” in graphic design. Luckily, it’s one of Pure Beauty’s fortes.
Matutina managed to take Su’s inspiration, which she calls her “fourth world” of musical exploration, and produce a 5 Pack design that resembles a puzzle hidden with her name hidden inside. “It’s a theme that I reflect on and play around with constantly throughout music making via different genres and styles,” explains Su. “Irwin helped me turn the idea into realization.” To coincide with Pure Beauty’s new launch, the brand also partnered with London artist and glassmaker Jochen Holz to create a collection of sculptural, colorful glass bongs on display (and exclusively for sale) at Nonaka Hill gallery in L.A. from Sept. 18 to 25.
Below, Su takes on the NYLON 19, revealing her favorite snack, her dream music festival headliners, a bad habit she’s been meaning to fix, and more.
Readers should note that laws governing cannabis, hemp, and CBD are evolving, as is information about the efficacy and safety of those substances. As such, the information contained in this post should not be construed as legal or medical advice. Always consult your physician prior to trying any substance or supplement.