Queer People Do It Better

Photographs By Matías Alvial

Queer owned cannabis brand FLAMER is lighting up the weed industry through its community orientated events and signature red joinks. One of the founders of the brand, Matías Alvial, talks about incorporating LGBTQIA+ values into the FLAMER identity, the importance of social responsibility, and being unapologetically yourself.

New York City, USA

What is “FLAMER”?

FLAMER is a queer-owned cannabis brand uplifting New York's creative culture. Our signature red joinks are a conversation starter; a kiss; a fun time! Ask a hottie for a light next time you’re smoking a FLAMER joink and see the magic unfold ;)

What is the “FLAMER” origin story? How has it grown and evolved over the years?

The first time all co-founders (Wyatt, Khalil and I) met under the same roof was to make a banner that read “PRIDE IS A RIOT! BLM” back in 2020. We, alongside Ryon (another FLAMER team member), hung it up at The Stonewall Inn. We wanted to honor the legacy of black trans women that fought for their right to exist on those very same streets in 1969, leading to the modern LGBTQ+ rights movement in New York and subsequently around the world.

A year goes by. At this point, I was working for an artist. I grew frustrated at the art world. Too much elitism. Too many gatekeepers. I wanted to work on something of my own… A brand? I called Wyatt, who I had met through community organizing back in 2018. Wyatt had just flown in from California, where he had met with Khalil in the weed farms of Humboldt County. Khalil had insisted to Wyatt to quit his day job and pursue cannabis. The stars were aligning. It was August of 2021.

Wyatt and I met shortly after the call. He looked up gay slurs and found the word “flamer.” Flamboyant? Flames? A double entendre. It had to be the name, we thought. On one hand, older people that know the meaning of the word “flamer” feel shocked by its weight. On the other hand, younger generations had never heard of it. We sought this opportunity to reclaim the slur. To us, a flamer is someone who is unapologetically themselves. It goes beyond indicating one’s sexual preferences. It is more about being proudly a member of counterculture.

I was reading quite a lot of queer theory at the time. I had come across a text on code-switching. In simple terms, it talked about queer folks having to maneuver the world in codes to protect themselves from being outed (and all the negative consequences that came with it). For instance, asking if someone is a friend of Dorothy to know whether they’re gay (this likely originated from Judy Garland's portrayal of Dorothy Gale in "The Wizard of Oz")… or agreeing to meet someone at The Gym (“The Gym” being a gay bar, not an actual gym). One of the codes that stood out to me was the hanky code, a system based on signaling sexual preferences and roles using colored handkerchiefs. This is where I thought I wanted the pre-rolls to be red. A signal to others that you socially identify with FLAMER and its values.

Fast forward and we put our savings and skills to work. We placed an order for our first round of red rolling papers and they looked like Hot Cheetos. The packaging was amateur at best. Fast forward again and we’re fundraising with an actual business model in mind. We sent out this pitch deck to our network and we officially began business. Most of our funding came through queer people we had met. And well, we dreamed on.

At our last team meeting this past Monday, a couple of colleagues highlighted how much FLAMER has changed their lives. I am quite lucky to work alongside my best friends and witness ourselves grow as we figure this all out.

What makes this brand different from other cannabis brands?

Because FLAMER was born from within the queer community, our mission was dictated from the get-go: to uplift and champion the very people who form our community. As the world has taken a steady shift towards conservatism, our work is more important than ever. I believe brands must be socially responsible and speak up on issues that matter.

Plus, our products are top quality. Queer people just do it better ;~)

As a Queer owned business, have there been any challenges you have faced in the cannabis industry? If so, how did you overcome them?

Generally speaking, the cannabis industry has been very accepting of us. Occasionally, we run into homophobia/transphobia… but that’s life! Being upfront about our values only brings us closer to people who fuck with us while simultaneously repelling those who don't. As queer people, we’ve spent our entire lives learning how to navigate uncomfortable circumstances. Sometimes leaning into code-switching, but never hiding who we really are. To this day, we still get in our heads… Why are we being ghosted by dispensaries? Did we say something wrong? Are we overthinking? And the answer is obvious. You can't please everyone!

“FLAMER” organizes different community events throughout New York City. What kind of events do you throw? What can we expect from a “FLAMER” event?

You can expect laughs + giggles! Lesbians kissing twinks! Hotties pulling looks! But above all, a very respectful and caring group of people who know how to have fun :-)

Oftentimes, we associate an outing with alcohol consumption. As such, the architecture of a regular event centers on getting tipsy or straight up plastered. For FLAMER, planning an event means starting from scratch and keeping intentional cannabis consumption in mind. Dry mouth? Munchies? Worry not, we got water and snacks! Smoked too much and got anxious? Try CBD to calm down. From trial and error, we've learned what music is most suitable for which environment. Strong sound vibrations are always key.

At our events, we encourage people to smoke Silly Goofy to be more social and outgoing. Knowing what strain (and its corresponding terpenes) you're smoking will have a significant impact on the outcome of your experience. For example, if you try a strong indica at the club, then you'll find yourself too sleepy to dance </3

Recently, we've placed more importance in supporting specific event organizers with their event series. Think harm reduction workshops, comedy shows, yoga sessions, 5K runs, parties, picnics, dinners, etc! There are many folx in our community who dedicate their free time and resources to bringing people together. There's something queer about holding space for a chosen family.

Other than events, how else do you incorporate LGBTQIA+ values into “FLAMER”?

In absolutely everything we do. From championing voices for our digi zine to donating proceeds to non-profit organizations we deem important. At the end of the day, it’s a matter of helping those who have helped us.

Does your brand have a signature product or strain? What are you known for?

We’re known for our signature blends of red pre-rolls (we call them joinks): silly goofy, lobotomy, and post nut clarity. I personally like silly goofy when I’m out with friends, and post nut clarity (PNC) when I’m looking for that bit of ppl inspiration.

We also have a line of whole-flower. Every season we carry different strains our team has hand selected. I dare say some of the best in the market!

For the “FLAMER” team - what is your favorite product or strain?

We think there is a consensus that we love silly goofy to go out, post nut clarity when brainstorming (yes, sometimes we indulge during work hours… SUE US), and lobotomy after a long day when you need to evaporate for a little bit :~)

What do you think needs to change in the cannabis industry? How is “FLAMER” contributing to this change?

This industry is more delicate than others because of its history with the war on drugs, which directly targeted people of color and immigrants. For this reason, all businesses ought to be socially responsible. A distribution partner of ours that exemplifies this best is CONBUD. This dispensary supports The Last Prison Project and hires formerly incarcerated folx that were imprisoned for cannabis related charges. Another great example is Housing Works, a non-profit dispensary that fights AIDS and homelessness. In the case of FLAMER, our social responsibility lies in educating folks on harm reduction, uplifting trans and nonbinary voices, and setting the example for other brands in the market.

What is next for “FLAMER”?

On the event side, we will be hosting our annual 420 picnic in Prospect Park, Brooklyn. This year, April 20th falls on Easter Sunday so our corresponding theme will be Queer Church <3 Feel free to RSVP here.

On the business side, we are currently looking for investors as we’re raising funds to work on research + development of new products ;)

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