“Here’s my piece—if marijuana is not legal in the next five years, I have no faith left in humanity, period.” – Dale Denton (Seth Rogen), Pineapple Express.

There are few celebrities as synonymous with weed and the fight for marijuana legalisation as Seth Rogen. The 38-year-old comedian, actor and director has been an out-and-proud stoner and an advocate for marijuana reform throughout his career, both on-screen and off it. And now, he’s putting his money where his mouth is. Last month, Rogen successfully launched his Canadian cannabis company Houseplant—which he started with longtime writing partner Evan Goldberg in 2019—in the United States, with a nationwide range of accessories like ashtrays and lighters as well as three special strains of chronic that are only available in California as of now.

“Houseplant was born out of our love and passion for cannabis, design and art,” Rogen said in a press statement. “Evan and I also recognise that our lifelong dream of starting a cannabis lifestyle brand like Houseplant comes with a commitment to changing the unjust and racist cannabis laws that still exist in today’s society.”

Rogan was referring to the racialisation of anti-pot legislation and police action, as well as the Black entrepreneurs in Los Angeles who have had to face inordinate hurdles to establish a marijuana business. “We understand our responsibility to help right those wrongs and are dedicated to creating a more diverse, equitable cannabis industry,” he added.

Houseplant currently has three of its own strains for sale, named Diablo Wind, Pancake Ice (both sativa strains) and Pink Moon (Indica). The company also offers an outlet for Rogen’s recent pottery habit, in the form of an earthenware ashtray and vase set. This is part of three home products—also including an aluminium and leather lighter-cum-ashtray, and a set of three high-friendly vinyl records—aims to use design to raise the status of pot-smoking from clandestine habit to integral lifestyle choice.