Smoking Stacks, Harlem’s Hash, Silly Nice

 

Growing Green in Every Sense

More than just a cannabis company, Silly Nice is a Harlem icon in the making. Its rapid expansion—New York City to Upstate—stems from word‑of‑mouth buzz and a community‑driven ethos. By partnering with like‑minded operators and championing diversity in an often‑homogenous industry, Silly Nice proves that premium quality and social responsibility can thrive side by side. As it gears up for another record year, this small‑batch empire is redefining what it means to do good while feeling good.

Following Silly Nice's massive success we had the pleasure to sit down with his co-founders LeVar Thomas and Shane Breen. What drives his company and vision, what inspires growth and the next chapter for Silly nice.
 
Silly Nice isn’t just a name, it’s a mantra. What’s the story behind the name, and how does it capture your mission in the cannabis space?
 
We were vibing to “Biking” by Frank Ocean—Jay-Z drops this quick line about being “silly nice,” and it just stuck. I searched the domain immediately and grabbed it, no plan—just instinct. When it came time to launch a brand that felt fun, irreverent, and real, “Silly Nice” felt like it already belonged to us. It’s not just a name. It’s how we move: fire products, no ego, all vibes.

 

 

Your brand tone walks the line between humor and premium. How intentional was that balance, and how do you maintain it across products, packaging, and culture?
 
Super intentional. We’ve been to Amsterdam more times than we can count, and there’s this chill-but-refined energy we wanted to bring back home. We take weed seriously—but never ourselves. Everything from the strains to the sticker placement has that wink of fun layered into high-quality goods. It’s weed, not wine—let’s enjoy it.

From your design language to the naming of products, there’s real creative vision here. Who’s behind the branding, and how do you keep the visual identity evolving while staying true to the core?

It’s all us—me and my husband Shane. Walk into our house and it looks like Silly Nice exploded in there. The colors, the textures, even the smell—it’s all one big immersive vibe. We don’t follow trends, we just build from our guts. If it makes us laugh, think, or light up? It’s going on the next label.
 

Let’s get into the goods. What’s your flagship product—the one that says, ‘this is what we’re about’—and what inspired it?
 
Diamond Powder. It’s loud, clean, and versatile. You can dab it, roll it, bake with it, or even whip up your own topicals. It’s been a Top 10 Best Seller in New York since we launched. It’s pure THC crystals—unapologetically strong and designed for people who don’t play around.

Every great product comes from a spark of an idea. What’s your process like from ‘silly idea’ to shelf-ready perfection? Any wild ideas that almost made the cut?
 
We smoke a lot of hash, and honestly, that’s where most ideas start. If we love it, we make it. If it doesn’t vibe? It doesn’t leave the house. We’ve got some wild drops coming up that we can’t talk about just yet—but they’re gonna turn heads. And yes, a few ideas got cut for being too spicy… even for us.

In a crowded market, authenticity matters. How has the cannabis community—especially in your home base—responded to Silly Nice? Any moments that felt like validation from the culture?

We sold over 40,000 units in our first year with zero ads. That kind of love can’t be faked. Every week, we get emails from cancer patients, grandmas, vets—people telling us how they use Diamond Powder in avocado oil to dose themselves without having to smoke. That’s not hype. That’s real.
 

You’re navigating an industry full of red tape, evolving regulations, and shifting consumer expectations. What’s been the biggest learning curve, and how have you kept your edge while staying compliant?
 
We ignore most of the noise and do what feels right. But yeah, biggest challenge? Dealing with anonymous trolls from competing brands on Reddit. Basement bros with burner accounts love to hate. Shane lives for it though—dude’s ready to troll them back daily. I have to stop him from going full keyboard warrior.
 

 

If Silly Nice could do a dream collab—think musician, fashion brand, snack company, whatever—who’s on your vision board, and what would the product look like?
 
We’ve passed on some big names because greed kills creativity. For now, we’re keeping it in-house. That said, if Jerome Baker wants to run something funky with us? Let’s talk. We’d be down to blow glass and minds.

Too many brands are built by dudes in suits who’ve never rolled a joint in their lives. It’s giving corporate cosplay. We’re flipping that by being fully ourselves—no gimmicks, no greenwashing, just good weed made by people who actually use it.

Looking ahead, what’s next for Silly Nice? Expansion? New formats? New markets? What’s the biggest “high”-level goal on your radar right now?

We’re laser-focused on New York. We’re in 135 dispensaries and counting, but there’s still room to grow. Next up? Florida maybe. But right now, it’s all about expanding the menu, refining the packaging, and building deeper relationships with our community. We’re not rushing—we’re building legacy.

Thank you for taking the time to have a sit down sesh with us at Fizzy!

Thank you! This was fun. Appreciate the space to share a little more of what we’re about—and we’ll have something new for y’all real soon.

And there you have it—the story behind Silly Nice, a brand proving that top-tier cannabis and community spirit can bloom together. From a spontaneous lyric to over 40,000 units sold in their first year, LeVar, Shane, and the entire Silly Nice family are cultivating something truly special in New York's cannabis landscape.

Want to keep up with their journey, snag some of their "silly nice" drops, and see what they roll out next? Head over to their website at www.sillynice.com and give them a follow on Instagram @sillynicenyc.

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