The idea for WEED’D began half in jest, half in earnest—on a trip through southern Italy shared by Stefano Aschieri and industrial designer Simone Bonanni. Their conversations about bad graphics, cheap mass-produced accessories, and the desire for a more mature, design-conscious approach to cannabis sparked something bigger. That spark became WEED’D, officially founded in 2022 after nearly a year of sketches, prototypes, and design decisions. 

WEED’D is a label for smokers that consciously distances itself from the visual clichés of cannabis culture. No dreadlocks, no red-yellow-green, no kitsch. Instead, the brand creates refined ceramic objects—handmade in Nove, a historic center of Italian ceramics. Over time, collaborations with seven different designers have resulted in various collections. Each one has its own character, yet they all follow a coherent, shared design language. 

Ceramic was a deliberate material choice. It’s flexible, sustainable, and locally produced. More importantly, it allows for small-batch manufacturing—a core value for WEED’D. These aren’t disposable items, but long-lasting pieces meant to be displayed proudly on your sideboard, coffee table, or shelf. 

WEED’D aims not just to design objects, but to redefine the image of cannabis—moving away from stereotypes and counterculture aesthetics. It’s about creating a new, more natural relationship to smoking. And about giving thoughtful design value to items that are usually kept out of sight. No wonder WEED’D can be found not in headshops, but in galleries, concept stores, and curated design contexts. 

And the journey continues. New designers, art collaborations, limited editions, and pop culture projects continue to drive the brand forward—most recently with a bong for Eckhaus Latta that walked the runway during New York Fashion Week. WEED’D proves that smoking accessories can be more than just tools—they can be design objects, expressions of creative integrity, and conversation starters. Perfect for those who’d rather see Italian craftsmanship on their coffee table than a cannabis leaf motifs.