Fashion and cannabis accessories brand Edie Parker, best known for its viral Burn Bags made with retractable lighter cases, has now expanded into Florida, entering 83 of Verano’s MÜV dispensaries. The retail move, one that founder Brett Heyman describes as her “most ambitious” yet, positions Flower by Edie Parker, the THC side of the business, as the largest female-operated and founded cannabis brand in the U.S., with products available in north of 900 brick-and-mortar locations.

To honor the significant milestone, Edie Parker tapped rapper JT, born Jatavia Shakara Johnson, to lead its new “High in the 305” campaign. A Florida native and founder of the Miami-based hip-hop duo City Girls, JT was the obvious choice as the face of the loud and proud initiative, Heyman said.

“Partnering with JT made total sense: She embodies everything we stand for — confidence, fun, self-expression and a little bit of mischief,” Heyman told WWD. “She’s also a hometown icon, and her personal connection to Florida made this collaboration even more special. We wanted someone who could bring real authenticity to the visuals, that mix of glamour, humor and confidence that defines both her and the Edie Parker world.”

Flanked by stuffed Flamingos, JT can be seen holding Edie Parker’s For a Good Night All-in-one 0.5g distillate vape in one campaign image. Other photos show the music artist bringing the hero product into focus inside a quintessential South Beach store filled with postcards, neon bikinis and graffiti merchandise. Another picture captures the “Girls Gone Wild” vocalist next to an Edie Parker flower-stamped surfboard at sunset, with a For a Good Afternoon vape tucked firmly in the waistband of her bikini bottoms.

“I have no doubt that everybody is going to want to get more into Edie Parker [in Miami],” JT told WWD over the phone. “I wouldn’t say I’m a weed smoker. I like to keep it cute. I feel like with Edie Parker, it’s the perfect balance of not getting too lazy on the job and being able to stimulate yourself and calm the anxiety, especially with a lot going on.”

JT’s use of Edie Parker’s cannabis-infused products matches that of a growing entrant’s in wellness. With the legalization of recreational marijuana in 24 states and D.C., the industry has evolved to power products with THC as mechanisms for relaxation, a move led by celebrity-backed brands such as Seth Rogen’s Houseplant, Travis Barker’s Barker Canna Co. and Gwyneth Paltrow’s Cann. Edie Parker has been at the forefront of this frontier, too, winning over the TikTok masses first with avant-garde accessory innovations like its Burn Bag and bejeweled lighter cases before introducing its Flower subsidiary.

“When I launched the brand in 2010, the idea was to bring back the glamour and humor of midcentury accessories but through a modern, playful lens,” Heyman explained. “Over time, that mission evolved into something bigger: creating beautiful, joyful products that live at the intersection of fashion, function and self-expression.”

Heyman continued: “That same ethos led to the creation of Flower by Edie Parker, which takes our love of design and applies it to the world of cannabis. It’s about infusing everyday rituals, whether it’s getting dressed or lighting up, with color, style and a sense of joy.”

While the brand didn’t share exact sales growth estimates for its expansion, Heyman said she anticipates Florida becoming a top-performing market within six months of the launch. “The market potential is enormous, Florida has one of the fastest-growing cannabis communities in the country, and the response from our retail and wholesale partners has already been incredibly strong. We’re seeing this as a key driver in scaling Flower nationally over the next year,” she added.