The new venture named ‘Peaches’ after his recent single launches in California where cannabis is legal.

Earlier this week, Justin Bieber revealed he is launching his own high (ha) end weed products. The pre-rolled joints named ‘Peaches’ cost $32 (€27.70) and come in packs of seven.

He announced the partnership with cannabis company Palms on Monday and said he wants to challenge the stigma around the drug, which he argues has medical benefits.

“I’m a fan of Palms and what they are doing by making cannabis approachable and helping to destigmatise it – especially for the many people who find it helpful for their mental health,” Bieber said in a statement. “I wanted to make sure that I was doing something with them that felt genuine, and Peaches felt like a good place to start.”

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In an interview with Vogue, Bieber said that Peaches will support non-profits including Veterans Walk and Talk, which advocates for the medicinal use of cannabis to aid military veterans, and the Last Prisoner Project, which is concerned with criminal justice reform around cannabis convictions.

In the interview Justin said, “Weed was something that I felt people tried to make me feel bad for enjoying… But I’ve now found a place in my life for weed products that have been beneficial in my human experience.”

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