The Origins of Cookies SF: From Lyrics to Lifestyle
Cookies SF was born from a powerful cultural intersection—hip-hop, cannabis, and community. It was founded in 2011 by Gilbert “Berner” Milam Jr., a San Francisco-based rapper and entrepreneur. Initially introduced as a clothing line featured in the music video for “Yoko” (by Berner and Chris Brown), Cookies quickly evolved from a music-driven aesthetic into a full-fledged streetwear and cannabis empire.
What began as a side hustle in fashion has since become a global brand—recognized not only for its bold graphics but also for its unapologetic embrace of West Coast cannabis culture.
Meet the Owner: Berner, The Visionary Behind the Brand
Berner, best known for his work as a prolific rapper and cannabis mogul, is the founder and face of Cookies SF. Beyond music, he’s become one of the most influential figures in the legal cannabis industry. His business acumen turned Cookies into more than just apparel—it became a lifestyle.
Through Cookies, Berner has bridged the gap between cannabis advocacy and street fashion, proving that authentic storytelling, cultural pride, and fearless branding can redefine both industries. His role as a self-made entrepreneur has inspired many—especially from marginalized communities—to build something meaningful from their passions.
The Hoodie That Started a Movement
At the center of Cookies SF’s fashion catalog is its iconic hoodie. Early releases featured the instantly recognizable Cookies script logo across the chest—sometimes embroidered, sometimes screen-printed, always bold. These hoodies became an immediate hit in the streets of the Bay Area, gaining traction in urban fashion circles for their quality, fit, and cultural weight.
The hoodie wasn’t just popular because of its look—it was a symbol of identity. It represented belonging to a community that celebrated authenticity, hustle, and resistance to mainstream norms.
Design Elements and Aesthetic Identity
Cookies SF hoodies are known for combining loud graphics with comfortable construction. Many designs feature phrases, cannabis references, and distinctive typography that nods to the brand’s roots. The brand also experiments with:
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Tie-dye and camouflage patterns
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Tour-themed graphics and pop culture references
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Multi-color puff prints, embroidered patches, and stitched logos
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Street slogans like “Cannabis is not a crime” or “Legal Trap”
These are not just fashion pieces—they are conversation starters, visual declarations of cultural pride.
Fabric Quality and Construction
Cookies hoodies are built from heavyweight fleece that feels substantial yet soft to the touch. The construction typically includes ribbed cuffs, reinforced seams, and spacious hoods—ideal for colder weather or relaxed styling. Many fans praise the long-lasting durability of the fabric and the consistency in production quality across multiple drops.
Comfort is king here—but not at the cost of design. These hoodies hold their shape and their message, even after repeated wear and washes.
Cultural Impact: Streetwear Meets Activism
What truly separates Cookies SF from other streetwear brands is its authentic link to the cannabis movement. Berner has used the platform to support cannabis justice reform and push for equitable representation in the growing marijuana industry. Every hoodie, in a way, represents both a fashion choice and a social stance.
By aligning fashion with activism, Cookies SF has created a loyal base of customers who wear the brand with pride—not just because it looks good, but because it says something.
Community Buzz and Fan Favorites
Within streetwear communities, Cookies hoodies are revered and recognized. From online forums to local barbershops, conversations around the newest drops are always buzzing. Fans love:
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The originality: Each drop feels fresh, bold, and connected to culture.
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The fit: Standard sizing with a relaxed, streetwear-friendly cut.
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The message: It’s more than fashion—it’s about freedom, expression, and movement.
Limited releases and collaborations make some hoodies highly collectible. Certain designs—even those from years ago—continue to resell for high value.
Cookies SF Hoodie Styles: What’s Available?
Over the years, the brand has dropped dozens of hoodie styles that vary by collection. Common categories include:
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Logo Hoodies: The classic “Cookies” font in different colorways
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Tour and Capsule Drops: Themed releases inspired by Berner’s music
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Camouflage and Tie-Dye Collections: Eye-catching versions with psychedelic flair
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Collaboration Pieces: Crossovers with artists, cannabis strains, and cultural icons
Each piece holds a timestamp of when and why it was created, giving every hoodie a backstory and collectible appeal.
Pricing, Value, and Resale Market
Cookies hoodies typically retail between $80 and $120 USD, which places them in a competitive price range for streetwear. Considering the quality and cultural clout, many buyers see them as a worthy investment.
In the resale market, prices can climb significantly—especially for limited-edition designs or older pieces no longer in production. Some hoodies double in value within weeks of release, making them favorites for both collectors and resellers alike.
Sizing and Fit: What to Expect
Most Cookies hoodies offer true-to-size fits with a slightly relaxed profile. They’re not overly baggy, but roomy enough for a laid-back look. The hood size, sleeve length, and body length all aim for comfort and layering versatility.
Whether you’re pairing it with cargo pants, joggers, or denim, the fit supports streetwear styling without compromising on function or form.
Legacy and the Bigger Picture
Cookies SF has grown into a global brand, with retail locations not just across the U.S., but in Canada and parts of Europe. But no matter how big it gets, the brand remains rooted in its mission: to uplift culture, empower communities, and push boundaries.
Berner’s legacy as the first cannabis CEO to appear on the cover of Forbes is a testament to how far Cookies has come—not just as a fashion label, but as a symbol of entrepreneurial success, cultural power, and personal belief.
Final Word: Why the Cookies SF Hoodie Matters
The Cookies SF hoodie is more than an article of clothing—it’s a wearable symbol of identity, resilience, and streetwise authenticity. It reflects a legacy of hustle, creativity, and unapologetic self-expression.
If you wear a Cookies hoodie, you’re not just embracing fashion—you’re representing a mindset. One that believes in building empires from the underground, turning passion into product, and always standing tall in your truth.