Actor Jaleel White Launches Cannabis Brand Called ItsPurpl

Actor Jaleel White, known for his famous role as Steve Urkel in the sitcom Family Matters, announced that he's launching a new cannabis collection called ItsPurpl.

The brand will be offered at dispensaries, on April 20, in California.

“The thing that always stood out to me was there no clear brand leader for fire purple weed,” Jaleel White said. “It made no sense to me, that no company of significance had claimed this lane, so why not me?”

The collection is in partnership with 710 Labs, a company known for making pesticide-free, organically fed, small-batch, hand-trimmed cannabis.

“710 has never been a brand that pursued celebrity deals or endorsements as our agenda has always been quality above all else,” said founder Brad Melshenker.

“We tend to let the product speak for itself. But over the years Jaleel and I became friends and organically our conversations developed into a project. He was on a journey to find the real Purple Urkel from back in the early 2000’s. Not only that, he wanted to find the most flavorful purple cultivars and had been collecting seeds with his friend Sean over the years just for this purpose.”

The brand is also looking into potentially hit more markets in the future.