Transforming the Weed Narrative at Gotham Cannabis
The brand intersects cannabis, art, fashion, and lifestyle.
Photography by Chris Coe
For decades, governments, officials, and laws have made it their mission to criminalize cannabis — even go so far as to lock someone up for being in possession of a bowl or paraphernalia (with no weed in it). According to the United States Sentencing Commission, in 2019 alone, almost 80,000 marijuana cases were reported, the majority being Black and Hispanic men. Although there has been a slow yet steady progression of legalization since the 1970s, there are still an estimated 32,000 people incarcerated for marijuana in the United States, according to the Last Prisoner Project.
Gotham Cannabis was created to combat these statistics and stigmas against cannabis. As one of the first legal recreational dispensaries in New York City, Gotham works closely with STRIVE New York to create platforms and opportunities for those affected by systemically oppressive zero-tolerance laws—especially in Black and Brown communities. With three locations in Williamsburg, East Village, Hudson, and soon to be a fourth location in Chelsea, Gotham is much more than cannabis. Both online and in each store, they feature dozens of emerging and established lifestyle brands, including paraphernalia, home, beauty, fashion, and art products.
Gotham also has a rotating art gallery on the mezzanine of its East Village shop, where independent artists—painters, sculptors, or multimedia artists—can display their works. Although each exhibition is temporary, the relationships last forever. That’s Joanne Wilson’s mission at Gotham. As the founder, Wilson utilizes her experience as a businesswoman and angel investor to build community through Gotham’s intersections of cannabis, art, fashion, and lifestyle. She spoke with 1202 MAGAZINE on the cannabis brand’s dedication to destigmatizing and normalizing cannabis to empower those it was meant to impact negatively.
How did you get into the cannabis business, and why did you create Gotham?
I have been thinking about opening a retail store for a long time. During COVID, I read about many of my favorite stores closing. Then, the idea started to take shape, and at the same time, NYS legalized cannabis. I decided to combine the two and change the narrative around cannabis with a premier lifestyle store.
What are you and Gotham doing to normalize weed and help Black and Brown and formerly incarcerated people for weed charges?
We’ve partnered with STRIVE, an organization where 70 percent of the people who go through there who have previously been incarcerated never go back to jail—which is pretty incredible. They are beneficiaries of CARD, which is the store on Bowery, pretty much for the rest of our lives. We have hired people from STRIVE. We've hired people who have lived in NYCHA. Our organization is extremely diverse.
We take care of our employees with the hope that this new industry can make an impact on their lives as they move forward in their careers. How do you do that? You make sure that you pay people $25 an hour. You make sure that they get four weeks of vacation. You make sure that they have full health care insurance and don’t have to pay into the system. You make sure that they have the ability to put money into long-term savings accounts like IRAs. You make sure that they’re given an education program to learn about how to do things with money and how to think forward.
We make sure that people who come to us who are interested in moving up in the organization have the ability to move up in the organization. We’ve had easily over 20 people who’ve started behind the counters, moving to management positions and other stores.
That’s another thing that we’re doing to make an impact. The message is that we are doing as much as we possibly can to impact the Black and Brown communities in New York, where many of their families have been affected by the miserable war on drugs. That was a false narrative, and we are helping them be part of a community where they are making good money, have the ability to rise up, and understand the social impact of how important it is.
I am the chair of the Public Housing Community Fund, which is responsible for 17 percent of New Yorkers—making their lives better by giving them opportunities in terms of education, jobs, and support systems. This is something extremely near and dear to my heart, which is how we make an impact on people’s lives who did not have or were not dealt the same set of cards that many of the people I know.
Are there any employees who the legal consequences of cannabis have impacted?
Yes, we have hired people from STRIVE’s program. We are happy to give people a second chance.
Photography by Chris Coe
What can consumers expect to find in the stores?
Gotham’s candles, lotions, body washes, and salves can be found. Clothing from Eckhaus Latta, Collin Estrada, and other up-and-coming designers, Fragrances from Europe and Japan, products that nobody else carries in the US from candles, candle holders, art pieces, and clothing. We have an incredible assortment of constantly changing products.
Are you, or ever have been, a cannabis consumer?
I have been consuming weed since 8th grade.
Do you have any products you really enjoy using?
I am an equal opportunity player when it comes to the products. I tend to lean towards old-school joints but I do love the gummies.
Every Gotham store I’ve walked into has been very immersive and interactive. Could you talk about the rotating art gallery in the Manhattan shop?
Rachel Berks, Gotham VP of Creative and Merchandising, has put this program together. It continues to evolve as we will have a gallery space in Chelsea. This is another piece of the business that makes Gotham unique, where people can come together as a community to support artists and buy a joint.
How does Gotham choose which brands and artists are featured in the stores?
Gotham can only purchase New York State cannabis. We go to the farms, talk to the vendors, and work on creating the right balance that makes sense in our store. We do the same thing with merchandise, although we source from around the globe, bringing in new products where we are often the only store that carries them. Our team ensures we have the right assortments at all levels, from women-owned brands, BIPOC, LGBTQ brands, small brands, and so on.
Can artists pitch to Gotham to have their products featured in the stores?
Anyone can pitch to us. We answer all the emails that come in our inboxes.
What makes Gotham different from other cannabis companies?
Gotham is where cannabis meets culture. We are building a brand where our customers can shop for cannabis with our knowledgeable cannasseurs, buy their favorite pants, fragrances, and a Gotham candle, get a gift for their friend, and come to a pumpkin bong carving party or an art opening.
What does Gotham mean to you as a growing woman-owned business?
I am excited to see Gotham grow and continue to make an impact on changing the narrative around cannabis.
Gotham is growing quickly in every aspect. What can we expect from the brand in the coming year?
More stores, more events, more delivery, and lots more fun.
