MR NICE X SELFRIDGES images courtesy of MR NICE




British CBD Lifestyle and streetwear brand, Mr NICE has joined Selfridges’ flagship Oxford Street store where they have launched their premium range of CBD and high-end lifestyle products. The partnership is a mark in the history of the brand as it moves into a major luxury retailer in Europe in an exciting new turn for the CBD industry. The brand, known globally for its high-quality sourced strains of legal cannabis products opened London’s first cannabis concept store in Soho in April 2019, stocking high-end cannabis products, a clothing collection and carefully curated cannabis accessories around the world.


Along with award-winning British architects HUT, Mr NICE has transformed the iconic Land Rover Defender on Selfridges’ first floor into a mind-bending installation, which sees Mr NICE flanked by leading brands such as Gucci and Virgil Abloh’s Off White. The Mr NICE x Selfridges pop up also offers a wide range of premium legal CBD, CBG, Hemp products, and accessories. Including their Organic CBD oils and gel capsules. Delicious CBD chocolate and gummies. Refreshing CBD drinks and relaxing bath bombs. Making the perfect stocking fillers and alternative gifting this Christmas. They will also offer a 40-piece Mr NICE streetwear collection.


Mr NICE has become known for its quality as well as its recognition of the value of CBD in everyday life, providing strictly the highest quality products made from organic EU hemp extract. The NICE ethos is inspired by Howard Marks, the counter-cultural hero and cannabis activist who championed the human spirit and staying true to self in the face of adversity. Like Howard, the brand encourages inclusivity, autonomy, and originality. As Harry Gordon Selfridge said, ‘Everyone is welcome’. You can be anything you want to be; just be NICE.


Mr NICE will be hosting a series of events from the installation, including their Soho Radio show live from the defender, informative talks on CBD and CBG, and Selfridges’ ‘Ten Days of Christmas’ festivities in December.


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