From “Dirt Weed” to DIRT

Jeu Green’s Radical Reinvention of OG Kush

SOURCE MATERIAL: HALLWAY FINDS JEU GREEN

From “Dirt Weed” to DIRT: Jeu Green’s Radical Reinvention of OG Kush
In a world where cannabis culture is evolving as rapidly as its legalization landscape, one cultivator is flipping the narrative on a strain once dismissed as “dirt weed.” Jeu Green, the creative force behind the burgeoning brand DIRT, has reimagined the iconic OG Kush—rebranding it with a name that both challenges its past and heralds a new era in cannabis experiences.

“I created DIRT as a name for my OG Kush,” Jeu Green explains candidly. “For a minute, people called green weed like OG Kush ‘dirt weed’ so I flipped it on ‘em.” This playful reinvention, he insists, is about more than a clever rebrand. “DIRT is an immersive cannabis experience that grew out of necessity because the game I’ve been a fan of for so long needed a little shake-up.”

A Journey Rooted in Resilience

Jeu Green’s journey into cultivation began in the unlikeliest of times. “Since Covid,” he notes, recounting how the pandemic spurred him to pivot his creative energies into growing. Drawing on longstanding relationships with some of the world’s best growers from his Los Angeles days, he set out to perfect his craft. “I had a few of the best growers in the world to ask questions… but growers always wanna see others put the groundwork in before they share too much info,” he remarks, acknowledging a culture of guarded expertise that both challenges and validates his work.

This same ethos of creative risk-taking runs through all of Jeu’s endeavors—from music and live shows to cannabis cultivation. “I still feel like I’m doing the same thing as I always have, just finally seeing others enjoy the shit I do as much as I enjoy making it. I also don’t know how to give up,” he admits with characteristic candor.

Collaboration at the Crossroads of Culture

Innovation, for Jeu Green, is also about forging connections that blur the lines between cannabis and other creative industries. His collaboration with creative Anwar Carrots—sparked by a simple Twitter message—quickly evolved into a creative partnership that transcends traditional branding. “Anwar loves weed just like I do,” Jeu recalls. “I reached out on Twitter one day last year saying I wanted to share some of my homegrown. A few months later, he invited me to the studio in LA while he was working on his album for Def Jam. Then I flew down to Houston with him to gift DIRT BAGS to Bun B, Uno the activist, and Kalaan in honor of their music video for ‘MUD.’ When Anwar said, ‘Let’s do a shirt,’ I did not hesitate.”

This spirit of collaboration underscores a broader ambition: to inject fresh energy and originality into an industry that, as Jeu sees it, has long been in need of reinvention. “There hasn’t been an original concept in cannabis in a while,” he asserts. “I’m tryna out Berner, Berner.” His aim is clear—to deliver a memorable product and experience that commands respect not only for the strain itself but for the craft of growing.

Goals for the Next Chapter

Looking ahead to 2025, Jeu Green lays out three guiding priorities. First, he remains committed to cultivating what he believes will be some of the best OG Kush in the world, sharing as many DIRT BAGS as possible with those who appreciate the art. Second, he is determined to push the “RESPECT THE GROWER” mantra even harder, leveraging more collaborations that enrich cannabis culture. And amid the demands of a burgeoning industry, his personal goal is to maintain health and inner peace—a commitment as foundational as the care he devotes to his plants.

“Whether it’s in the grow room or in life, the PLANTS need you to be there for them. The GROWER can’t take care of the PLANTS if they don’t take care of themselves first,” he reflects. His routine—anchored in the steady, life-affirming rhythms of tending to his crop—serves as both a discipline and a sanctuary, enabling him to navigate the fast-paced, ever-changing world of cannabis with a grounded sense of purpose.

A New Chapter in Cannabis Culture

In a market that shows no sign of slowing down, Jeu Green’s blend of artistry, resilience, and innovation is emblematic of a new generation of cannabis entrepreneurs. His work with DIRT is not just about reclaiming a derogatory term but about cultivating a space where creativity, community, and quality converge.

As cannabis continues to evolve from a counterculture relic to a mainstream industry, the story of DIRT—and the man behind it—reminds us that sometimes, a little shake-up is exactly what the game needs.