b.Blunt Talks: Stigma apparel will F*ck Stereotypes


This week, b.Blunt talks to Anthony Gonzales, the founder of Stigma, a bold activewear company, that is all about shattering the “lazy stoner” stereotype by creating a line of men’s and women’s apparel for people who use cannabis and CBD to improve their overall health and wellness.

Two years ago, out of shape and suffering from debilitating medical issues, Anthony found that using cannabis while working out allowed him to boost endurance and ease his pain. It changed his life.  All of a sudden, he was losing weight and his workouts were fun again. Anthony knew that this was the industry he wanted to devote his life to supporting. 

Along with the help of his sister, Nicole Gonzales, they are building a athletic brand that represents a community of motivated marijuana enthusiasts who are active, productive, and successful members of society who use cannabis every day to support a healthy and fulfilling lifestyle (they recently signed NFL running back Mike James as a brand ambassador)!  For them, it’s all about the the movement of wearing Stigma apparel to help support the end of cannabis stereotypes. 

The discreet and sophisticated Stigma insignia is found on huge selection of men’s and women’s high-performance gear for sport or casual. It’s comfortable, sexy and affordable.

We recommend the women’s performance joggers and mesh sports bra that can be complimented with classic side tank or F*ck Stereotypes Boyfriend Tee.  Buy it all, everything is currently 20% with free shipping!

Hi Anthony! Thanks for sitting down with us, we are excited to tell your story. How did you come up with the concept? What were you doing before? 

This is probably best answered here. I was a Senior Manager for Apple for almost a decade prior to taking the leap of faith into the cannabis industry. I was dealing with a major stomach issue and CBD was very important in helping me deal with the cramping. 

Who is the team behind Stigma?

We are a family owned and operated business. My sister Nicole helps with photography and fashion decisions. My mom, dad, and boyfriend all help out at the warehouse. As the only full-time employee, I manage the website, social media, and day to day of the business. 

Who joins the Stigma community? What are you most popular products and why?

Our community is made of people from all different ages and backgrounds. A diverse group of people from of all walks of life who share in the common mission of destroying lazy stoner stereotypes. From a nurse in New Jersey to an artist in Spain, we are seeing support for our mission coming from around the world

What were some of the things that you learned unexpectedly since starting your journey?  Have there been any challenges that you’ve had to overcome? 

The most challenging thing we had to overcome was understanding the apparel manufacturing process. It isn’t as simple as selecting a shirt and buying 100 of them. There are so many things that have to be considered and often times we didn’t have the experience to know what we were looking for. We made some very expensive mistake in the beginning, but we learned and rebounded quickly. When you‘re building a brand you get only once chance to make a 1st impression and we know every detail matters. 

Any advice for new entrepreneurs coming into the cannabis business?

Don’t give up! Its going to get really difficult at times. Your going to feel like quitting and throwing in the towel. Second guessing all your decisions. This is 100% normal as an entrepreneur. My best advice is to trust yourself. The best decisions in my life have been the ones that I went with my gut on. 

How did you get introduced to cannabis, and is it a part of your everyday life?

I’m a daily cannabis consumer. I appreciate the plant in all its forms – flowers, concentrates, vapes, edibles. Nicole and I talk about our cannabis use in an episode of Civilized’s The Highlight

Do you have any New Year’s resolutions?

To continue to introduce Stigma’s mission into more people’s lives. The timing is perfect for us to help in shifting the negative perception around cannabis and its consumers. 

How can you be reached? 

Shop now at www.shopstigma.com or follow us on Instagram.


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