Steve Urkel is entering the weird and wild world of cannabis.
Actor Jaleel White is reviving his Steve Urkel character to launch a new line of cannabis products.
Per Forbes‘ report, White has partnered with 710 Labs to create his ItsPurpl weed banner, featuring a silhouette of his Family Matters character right in the branding. In an interview with the publication, White claimed to have grown frustrated with seeing his face on the labels of countless variations of Purple Urkle, a strain popular in the early-2000s that has become more difficult to find in recent years. White was also curious why other cannabis brands hadn’t moved to own the top-shelf purple strain market. “The thing that always stood out to me was there no clear brand leader for fire purple weed,” White says.
And so, in steps the man behind Steve Urkel with his own take on his character’s namesake strain. Launching on 4/20 (duh,) ItsPurpl will spotlight three strains developed by White and 710 Labs, including Purple Urkle (again, duh,) Mendo Purps x Zkittlez (only available in disposable vape pods,) and Stefon, which is a cross of Urkle and The White and a not so subtle hat-tip to his character’s suave alter-ego. The strains will be sold in eighth jars, pods, and the charmingly ridiculous “Noodle Doinks,” which are joints rolled with a piece of fusilli pasta as their filter. The accompanying merch catalog features tees, socks, hats, and, of course, waffle-makers shaped like Jaleel White’s face.
Ahead of the line’s debut, White appeared alongside cannabis venture capitalist and vocal evangelist Snoop Dogg in a co-branded commercial for Triller’s Fight Club boxing event.
Watch Jaleel White reprise his Family Matters character in a commercial for his new cannabis line below. Head over to the ItsPurpl site to find a local stockist.