Why? Because Up Cannabis wanted to expand its brand awareness and The Tragically Hip were interested in investing in the marijuana market. We recognized that the brand and the band had similar ideas about the industry, finding a unique fit that worked for all parties involved. And like that, it became one of the most celebrated and talked about stories of the year.
Up Cannabis had a simple idea: stand out from the competition by winning the hearts and minds of Canadians. They would embody the essence of what makes Canadians who we are, and who better to do that but the band who taught us what being Canadian is all about? On June 1st, 2017 The Tragically Hip announced their affiliation with Up Cannabis.