Quality, Community, Culture: The Rise of 167 Exotics
By Brian Garrido
By banding together as a group of friends from 167th Street in the Bronx, the Latino-owned 167 Exotics brand looks to use their light as an overnight sensation, to shine a light on issues within the community. Founded by childhood companions who came up through the legacy space, the acclaimed brand emerged onto a more global scene just a few years ago with their excellent strains and anti-violence mission.
Jason Heras, co-founder of 167 Exotics (C) Honeysuckle Media, Inc.
Who Are The Founders Of 167 Exotics?
“I feel like when the legalization happened [in New York] a couple years back, that was our entrance into being more public in who we are,” says Jason Heras, co-founder of 167 Exotics. Jason plays a major role in the brand vision, alongside his partner and childhood friend Turo. There’s a lot of moving parts with such a fast growing operation.
“I QC [Quality Control] a lot of our turf; I pretty much help out with the operations,” says Danny, the youngest partner.
“Same household, same rules,” says Turo, referring to their shared experiences growing up in conservative Catholic families with similar cultural customs and ethnic backgrounds, all of Central and South American heritage. Turo being Puerto Rican and Panamanian, Jason Ecuadorian and Danny Mexican, all began dabbling in cannabis secretly.
“Yeah, we had to hide it all the time; I’d come home and change my shirt,” Turo recalls of how he’d return home from smoking with his friends.
What Is 167 Exotics' Pounds For Rounds? A Cannabis Initiative Against Gun Violence
“We’re also registered in New York State as a nonprofit called Pounds for Rounds,” says Jason. Pounds for Rounds is an organization dedicated to eliminating gun violence using cannabis, which Jason founded after the traumatizing loss of his uncle, who was shot and killed on 167th Street on August 3, 2018. From fundraising to hosting buy-back events, where firearms in neighborhoods affected by gun violence are bought back in exchange for cannabis and other resources, the 167th Street collective behind the brand have their eyes set on the same mission.
(C) Honeysuckle Media, Inc.
How Is 167 Exotics Embracing New York's Cannabis Legalization?
The 167 Exotics family has come a long way from the shadows of the social taboos of cannabis prior to legalization. Not every legacy brand looks to cross over to the legal market, but 167 Exotics is embracing the transition.
Each partner seems to know their role in the operation, what they can learn and how they can contribute to the ultimate goal. Turo chimes in, “I wear different hats, there's the business hat, the street hat and there's the casual hat. I’m still learning how to wear them; [Jason] shows me the way.”
It’s quite evident that everyone on the 167 team prides themselves on the quality of the product. “What we have is different and we stand by that,” Jason states. “We don’t have to sell it, just come fuck with us and see why… No spray zone.” He’s referring to the fact that some brands use terpene sprays (synthetic aromatics).
“We [quality control] everything,” Danny reiterates.
Part of the extensive process of their supply chain is getting the right product. The valuable relationships they’ve curated with growers and suppliers gives 167 Exotics access to exclusive strains, further cultivated by handpicking and testing each product in their product line. The strict standards, from their need to fill the gap of quality and affordable product accessible to the community, has given precedence to their name amongst the many brands thriving in the legacy market. With future plans to expand into other legal markets across the states, it’s clear their love for the flower goes beyond a sale. The passion with which each member of this organization talks about the flower, the strains and knowledge behind the genetics, proves why the brand’s community is rapidly growing.
As they continue the legacy-to-legal transition, it’s clear New York is just one stop on the journey. Though an exact date for 167 Exotics’ product launch at licensed retailer Culture House NYC is yet to be determined, the brand entered California’s legal market on 4/20/24. They look to take the industry by storm, representing the 167 Exotics brand and bringing a piece of New York to the West Coast.
What's Next For 167 Exotics?
In the larger scheme of things, the masterminds behind 167 Exotics are also expressing their interest in international markets. With plans to bring their brand to adult-use legal markets Stateside, alongside expanding an extensive network in the U.K., Germany, Spain, Amsterdam and other parts of Europe, 167 is confident in their entry into the worldwide industry.
“This flower brings together so many people and it’s unbelievable what it does,” says Jason as he discusses the brand’s future.
With competition in the market rising as new brands enter and some fade away, the 167 Exotics team seems secure in the outcome of their claim to fame. Regarding competition, Jason had only one thing left to say: “It’s not that we’re trying to be better in any way, because we’re equal to everyone out there. We all got the same 24 hours. It’s just that we choose to do what we do with ours, and that's it!”
For more on 167 Exotics, follow @mr.167exotics_ @dannydaplvgg @167tu_ on Instagram.
*A version of this article originally appeared in Honeysuckle's 18th print edition. Click here to order and choose your element - Fire with Bun B or Ice with Queen P!
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Written By:
Brian Garrido is a photographer, writer, filmmaker and documentarian with a long history of leading teams and working in various roles in the entertainment industry. He is the founder and CEO of Garrido Enterprises Worldwide, and a New York Conditional Adult Use Retail Dispensary (CAURD) licensee.
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Featured image: The founders of 167 Exotics (C) Honeysuckle Media, Inc.