“Why criminalize your individual electorate for one thing most of the people in Congress are most likely doing at the low?” Ice Dice doesn’t pull punches. He by no means has. The rapper, actor and entrepreneur calls out the hypocrisy round hashish with the similar unfiltered grit that made him a drive in track and picture: direct, unapologetic, sharp as ever.
Dice grew up with the odor of weed within the air. “My older siblings had been youngsters when I used to be a teen operating round, so I’d odor it always,” he says. By the point he was once a teenager himself, interest took over. “I used to be stealing my brother’s weed, my pal was once stealing his brother’s weed, we had been attempting it,” he laughs. However the weed itself? “It was once like yard boogie. It wasn’t nice. It wasn’t like this super-duper weed. They [the plants] would have pressure. They might have a wide variety of seeds popping and a wide variety of sh*t.”
So he left it by myself. Till he discovered the actual factor.
As an grownup, Dice got here again to hashish, this time with an eye fixed for high quality. He began taking note of traces, results and the craft at the back of the plant. Not more yard boogie. “I actually began to get again into it after I may to find nice high quality and it was once wonderful,” he says.
Nonetheless, hashish was once all the time a part of the tradition. Dice grew up on Cheech & Chong films, but if he put his personal stamp on it, he introduced one thing other—one thing that hit house. “Friday” wasn’t only a stoner film. It was once actual. “I grew up on Cheech & Chong films,” he says. “That’s what actually driven us to create the Friday films across the Black revel in with weed.”
Time went by means of. Issues began to modify. The similar plant that had fueled just right instances in Friday was once now on the middle of debates on well being, trade and legislation. Hashish was once not a punchline; it was once drugs, some way out of the opioid disaster—person who claimed greater than 73,000 U.S. lives in 2022 by myself. Dice watched all of it spread.
“We noticed a large bounce in other people working out the medicinal advantages,” he says. “Seeing individuals who sought after to escape from opioids and coping with hashish, whether or not it’s THC or CBD.”
He wasn’t simply observing. Dice made strikes. His skilled basketball league, BIG3, turned into the primary to permit CBD use. “I were given the BIG3, the primary league to permit CBD use for our athletes,” he says.
Dice and the ‘Hollyweed Queen’: A Hashish Energy Transfer
Within the hashish trade, authenticity and high quality are paramount. Ice Dice, famend for his uncompromising requirements, sought a spouse who may fit his ethos and produce Fryday Kush to existence. He crossed paths with Priscilla Vilchis via Budding Fairness, an organization facilitating high-profile hashish ventures, and temporarily known she was once the fitting are compatible.
Vilchis, extensively referred to as the “Hollyweed Queen,” has constructed her recognition as the primary Latina and youngest feminine CEO to acquire hashish licenses in each Nevada and California. Her trajectory—from managing clinical practices in Southern California to main a hashish undertaking—unearths a mix of resilience and trade acumen.
“She’s doing issues that no different individual is doing,” Dice says. “Younger, a go-getter, anyone who’s no longer afraid to battle the percentages. She’s without a doubt anyone who received’t take no for a solution relating to this area. So, you gotta recognize her hustle and the way she will get down. I take note being younger and fearless the similar approach; no longer frightened concerning the norms, who’s meant to be on peak… Taking my position and kicking the door in… Priscilla is doing the similar factor, and I wanna paintings with the most productive.”
What in reality underscores her underdog luck is how she did it: “I were given my license when I used to be 27,” she explains. “I competed with billionaires—company The united states, actual wealth. And there I used to be, 27 years outdated, doing smartly for myself, however nowhere close to their stage. And I received the ones licenses. That suggests one thing.”
Fryday Kush isn’t Dice’s first foray into hashish. In 2021, he partnered with Caviar Gold to release a line of infused merchandise, however that collaboration has since ended. Any exceptional issues associated with the logo’s release are actually being treated underneath Top class Produce, Vilchis’ vertically built-in hashish corporate. With Fryday Kush, Dice sought after a contemporary manner—one targeted on hand-selected traces, more potent branding and a direct-to-consumer focal point along Vilchis, whose experience in cultivation and marketplace enlargement aligned along with his personal excessive requirements.
As of mid-2025, Fryday Kush is to be had in California, Nevada, Arizona and Oklahoma. Whilst Vilchis nonetheless desires of in the end increasing into Latin The united states, for now, the ones plans stay “ongoing.”
Totally acutely aware of the pitfalls of superstar weed manufacturers, Ice Dice and Vilchis spent greater than a yr honing Fryday Kush’s id. The result’s a lineup of 16 hand-picked traces, each and every crafted to fulfill other tastes and tolerance ranges. “We would like other people to experience it, no longer for other people to overindulge,” Vilchis says. “It’s all the time cool whilst you’re in keep watch over.”
Slated for additional releases this yr, Fryday Kush objectives to fuse cultural affect with top-shelf hashish. It’s a imaginative and prescient rooted in authenticity, each from Dice’s longstanding love affair with high quality weed and Vilchis’s dedication to user believe.
From Cypress Hill To Capitol Hill: B-Actual, Coverage And Dice’s Subsequent Strikes
For Ice Dice, the deeper dive into hashish started with an surprising spark inside of a recording studio. “I used to be within the studio with B-Actual they usually was once blazing and passing,” he says. “I don’t know what, guy—that weed was once subsequent stage.” On the time, he nonetheless appreciated a drink from time to time, however that one consultation shifted his complete point of view. “I used to drink, however as soon as I discovered just right weed, I began pushing the beverages away. I don’t actually love to drink not more.”
That very same determination to top-shelf bud carried over to how he and Vilchis advanced Fryday Kush. “We labored a yr and a part tinkering on other formulation,” Dice explains. “I’m a herbal smoker. I experience a herbal style as an alternative of flavors and all that stuff. I go away that for different manufacturers.” The function was once a line that might fulfill everybody from connoisseurs yearning efficiency to informal customers in search of a smoother access level.
“We’ve were given a ton of traces and we’re about to drop such a lot of underneath Ice Dice,” Vilchis notes. “We’ve were given those which are going to knock you down, and we were given those which are going so to cross to the membership with and nonetheless be social.”
Even though Fryday Kush first hit cabinets in Nevada, the plan now spans California, Arizona, Oklahoma and ongoing enlargement efforts in different states.
Past the product, Dice is vocal concerning the felony hurdles that also plague hashish. “It will have to be felony,” he says bluntly. “American citizens have already proven they are able to use hashish responsibly. Should you take a look at legalized states, the entire ‘giant increase’ in crime and chaos by no means took place. In reality, in many ways, hashish use has even subsided with legalization. So why criminalize one thing that individuals experience and will use safely? Why criminalize your individual electorate for one thing that most of the people in Congress are most likely doing at the low? Topic of reality—let’s have Congress take a piss check at this time.”
That irreverent honesty presentations up in lighter moments, too—like when he’s requested who he’d maximum love to spark up with, dwelling or useless. “Bob Marley,” Dice replies, “as a result of he’s gonna jam whilst we do it. After that? Rick James. Simply weed, although.”
Neither spouse treats hashish as an informal add-on. For Dice, it’s an approach to life formed by means of many years of private connection. For Vilchis, it’s a trade constructed on group engagement and top class requirements. In combination, they hope Fryday Kush will also be greater than a celeb pressure—one thing that resonates with a large target audience and stands proud in an increasingly more cluttered marketplace.
After dedicating important time to perfecting Fryday Kush, Ice Dice displays at the adventure: “We spent a very long time getting Fryday Kush proper, and we’re nonetheless development. I’m excited to look the place it is going.” With its expanded footprint and the dynamic partnership at the back of it, Fryday Kush turns out poised to make a long-lasting have an effect on within the hashish trade.
Picture by means of Vincenzo Pires, courtesy of Fryday Kusk
This text was once firstly printed in Forbes on February 25, 2025, and looks right here with permission. It’s been frivolously up to date for accuracy and elegance.
