In the heart of Downtown LA, across the street from Staples Center, sits LitCo cannabis dispensary. The building is a bright cyan blue and features multiple graffiti murals on the outside. You’ll find some of the most prominent figures in art, music, and cannabis culture stopping by daily. They’re open seven days a week from 10am-10pm, and are now even offering delivery. If you’ve ever come across their social media pages, you’ll see that they take a different approach to getting their name out. This authentic approach is entirely masterminded by the founder/owner/operator, Rezek aka Rez.
What makes LitCo unique beyond the fact that it stocks a bevy of premier California cannabis products is its authenticity to the culture of Los Angeles. Rez has been bridging the gap between artists, skaters, musicians, and cannabis his entire life. After having three other dispensaries at three other locations around California, they finally found their home off Flower street downtown. Rez has since made LitCo low-key famous online for their antics at the store, hilarious videos, as well as celebrity visitors coming to the shop. But it’s so much more than clout on Instagram.
To fully understand everything that’s gone into LitCo’s current success, you need to step into Rez’s world. This man has an undeniable hustle that never stays in one place; he’s always diversifying himself. Originally beginning as a musician and graffiti artist, Rez became the entrepreneur he is today through sheer tenacity and unwavering vision. We had the opportunity to sit down with Rez to hear the story of how it all began. He spoke on his ties to infamous graffiti artists, his hiring process and company culture, as well as what his future plans are for the brand.
Visit LitCo’s Website To Shop Online And Place An Order For Pick Up
Lil Tjay & Rez via @shoplitco
Hustling From The Jump
Before Rez was in the cannabis industry, he was a known hustler in the music and art communities in LA and beyond. In the music industry, Rez said he used to work for “Universal for a long time, Ruckus Records, and I was the hype man for Shannon Briggs.” Rez cites many of his higher-level friendships coming from these days.
Back then, he was supporting artists through production, booking, and running street teams. His presence in some of the biggest graffiti crews in New York and LA only further embedded him in counter-culture. He said, “a lot of the people I came up with became really big artists. Mr. Cartoon, Crayola, Ill Mac, Coffee, Retina—these guys all get millions for their work,” he told me.
Setting Up Shop Against All Odds
LitCo is a Black-owned business. Rez spoke about how his entrance into Los Angeles’ cannabis retail was disruptive and unnerving to the city, as well as the feds. They came at him on countless occasions, accusing him of being a thug, drug dealer, gang member—you name it. He’s even been raided by the DEA and beat it all.
Never afraid to speak out against his problems with authority, Rez has stuck to his guns on every occasion possible. Rez has his own way of doing things, and it’s not like a major corporation. He treats LitCo more like a family, or a motorcycle club. “I have a problem with corporations,” he said, “I wanted to make something different.”
Hiring Underdogs & Nurturing Art
With deep-rooted ties to the graffiti scene in LA and New York, Rez is an OG, as well as still active in creating and promoting the arts. All of the graffiti murals wrapping LitCo’s outer walls were done by Rez and his crew. They still put up other murals around the city as well. Additionally, Rez only hires artists with the intention of building them up to where they can use LitCo as a stepping stone. He’s also bringing on a fair amount of experienced individuals, but his goal is never to hire lifers. He wants his employees to evolve and grow.
“My goal with LitCo is hiring all of the underdogs and giving them a chance,” Rez said. “I look for creative individuals.” “All of my staff are musicians, comedians, and actors.” One of his employees, GeometrickFX, just won a world beatboxing competition. You’ll find many viral videos of him beatboxing on LitCo’s Instagram. Rez said he wants to endorse, guide, and push his employees to achieve their dreams. “I started LitCo Casting because I’m not hiring people that aren’t talented,” he said. “I’m trying to go more into film, casting, visual arts, merch.” “My goal with LitCo is when they interact with my product they understand the movement. Whether they’re with us or not.”
From The Culture, For The Culture
Rez said his biggest problem with legal cannabis is “the culture vultures that haven’t been here since the beginning—it’s my job to destroy them.” He also spoke on many dispensaries losing their connection to their local communities and the youth. “The advantage I have on these suit and tie fuckers is they need someone to tell them what’s cool; I know what’s cool.” He went on to say that “they’re focused on selling the weed and not connecting with the people.” “I support the subcultures; the skaters, the musicians, the poets, the writers, and the artists that love cannabis,” he said.
Rez told me he’s been able to gain so much ground because he’s never been a brown-noser. He built LitCo up uniquely as a lifestyle brand that now stands alone in many ways as its own platform for viral, comedic, and artistic content. “They didn’t see me as a factor or a threat, but now it’s too late. When I strike [now] there are too many doors open than closed,” he said with a smirk. “I’m authentic. That’s why I’ve gotten ahead.” “They might come from more money and hedge funds. But, can they walk around any neighborhood in LA, fuck it, the world, and get love? With no security?”
LitCo Vs. Everybody
Rez spoke on firm plans to expand the LitCo empire. He made mention of four different California dispensaries that are currently offering him equity just to turn them into other LitCo’s. First, they said he was crazy for making the switch from medical into recreational cannabis retail. Then, refusing to post pictures of weed on social media made him seem insane to some. Now, while still producing viral videos off of iPhones, Rez and his team are getting offers from professionals to come in with expensive equipment and shoot for free. Just to get the co-sign from his brand.
The mentality really is “LitCo Vs. Everybody,” because you’re either on their side, or you’re not. You either see what Rez is doing and support his movement, or you’re a hater. “I’ve been trying to help a lot of the OGs come into the legal side,” Rez said. “I’m gonna push out all of these corporate brands and push my friends and like-minded individuals.” “I’m trying to open a gang of dispensaries,” he said.” “Whether there’s 300 LitCo’s we’re gonna be known for a lot more than some weed shit.”
