Resilience and Roots: How Orlando Padilla is Redefining Cannabis Culture
Photo Credit: The Chronic
Standing at the intersection of his past and present, Orlando Padilla started The Chronic as a means to build a brand that represents the cannabis community as a whole. Drawing from his life experiences, Padilla merges his two worlds to cement his place in the cannabis industry. He believes that everyone has their story to tell and hopes that his own story serves as a testament to resilience and the transformative power of perseverance.
His cannabis origins began in the LA music scene. “Starting out as a DJ at parties and clubs, I eventually transitioned into event promotion, marketing, and production. Throughout this journey, cannabis has been a constant companion, significantly influencing my path and evolving alongside me,” says Padilla.
If you ask anyone in Los Angeles what they think of when they hear “The Chronic”, you’ll be met with “Dr. Dre” before you even get the chance to finish your question. The iconic 1992 album has become one of the many legendary threads woven into the tapestry of Los Angeles’ rich culture – and Padilla chose the name for his business with that very reason in mind. “The Chronic has been embedded in our community's vocabulary since the early 90s, and I've always recognized its significance as a name brand. When licensing opportunities began to manifest, I initiated the process of securing the IP, and have been fortunate to move forward. With roots that stretch back decades, there’s a high level of commitment to quality and authenticity associated with its presence, which leaves no choice but to deliver excellence.”
Photo Credit: The Chronic
While its roots in music are important, community is at the heart of The Chronic. Many businesses will claim to be community-oriented, but Padilla believes that it all starts with building up the people around you. “We've forged strong partnerships with local businesses, collaborating closely to uplift and strengthen our community. We have amazing neighbors and are grateful for their support and encouragement, and owe a huge debt of gratitude to organizations like the El Sereno Community Arts Center and The El Sereno Night Market, who have been with us from the beginning providing unwavering support.” These relationships are not transactional but rather a way of creating a space with the seemingly simple goals of being good neighbors, promoting community care, and making a positive impact in what used to be a heavily stigmatized space.
The Chronic aims towards accessibility for all demographics. Padilla understands that cannabis fits into everyone’s life a little differently and embraces that range. “We want everyone who enters this store to feel a sense of connection and pride. That cannabis is a community where all are welcome, and when interacting with this brand, they understand its value and its commitment to community.” he says, “[From] newbie to seasoned smoker, both young and old. Whether you're looking for AAA fire or pain relief for grandpa and grandma, we've got you covered. We have an inclusive, welcoming environment where everyone can discover the benefits of cannabis in a way that suits them best.”
You can find out more about The Chronic and their offerings on their website or on Instagram.
