GOODWITCH is an underground marijuana product line based in New York. The founder himself stays anonymous, so the whole details of the business are quite mysterious. It can be easily understood, though, as pot is still illegal in the state. As the creator says, GOODWITCH aims to get rid of the stereotypes about marijuana and its treatment options. Particularly, the line sells THC lip balm, oral sprays and stimulating personal lubricant. For their latest product GOODWITCH had a sexy photo show and product release party called Body Aware.

 

An Intuitive Body Connection

The Body Aware Mood Tonic is a herbal spray supplement which increases body awareness and flexibility. “It heightens focus on physical sensation which is really helpful for teaching yourself new forms of movement or discovering patterns of tension in your body. It’s also full of powerful anti-inflammatory herbs which are great for muscle recovery,” tells GOODWITCH’s founder. He designed it special for athletes, dancers or anyone who wants to improve their movement practice. The guests of the Body Aware secret party were various New York artists, dancers, performers and weed enthusiasts.

All of them were introduced to the sexy scenes featuring creatives like Alexandra Marzella, Lee Armoogam, Jasper Briggs, Aarron Ricks, and Young Gun Lee. Luke Abby, the photographer, caught the models in unique individual poses that perfectly image body positivity and create a certain mood and expression. They were asked to let what feels good to direct their physical movements. “I wanted to create a series of images of people connecting intuitively with their bodies through movement, focused on their internal experience rather than performing. In different ways, I think they all project a really deep and deliberate relationship with their bodies. Many of them address that relationship openly in their work or on social media and that’s something I really admire,” the founder says.

GOODWITCH’s Secret Photo Show. Alexandra Marzella, Lee Armoogam, Jasper Briggs, Aarron Ricks, and Young Gun Lee GOODWITCH’s Secret Photo Show. Alexandra Marzella, Lee Armoogam, Jasper Briggs, Aarron Ricks, and Young Gun Lee

GOODWITCH’s Secret Photo Show. Alexandra Marzella, Lee Armoogam, Jasper Briggs, Aarron Ricks, and Young Gun Lee

GOODWITCH’s Secret Photo Show. Alexandra Marzella, Lee Armoogam, Jasper Briggs, Aarron Ricks, and Young Gun Lee

Business As An Art Vehicle

The images of Body Aware reach much more people than the products themselves due to the current NY policy on weed legalization, but it seems like GOODWITCH’s founder doesn’t feel bad about it. Accrording to him, it’s a small location operation which he mostly uses to fund his creative projucts. “[These images are] meant to share the ideas inspiring the products without implying that people need to buy the products to experience what the images represent,” the founder explains. But he also have some social and communicative reasons. All the models he chose fo the shot show the appearance diversity. It is noticible that Body Aware was also a findriser for crowd-funding tool called Support.fm, which aims to support trans and gender people who got arrested due to forced dependence on criminalized drugs. “Weed businesses need to be held accountable for addressing that history [of erasure]—it should inform how we define ethical business practices in this ‘new’ industry. That doesn’t start and end with diverse representation in ads, but it’s important,” says GOODWITCH’s founder.

GOODWITCH’s Secret Photo Show. Alexandra Marzella, Lee Armoogam, Jasper Briggs, Aarron Ricks, and Young Gun Lee

GOODWITCH’s Secret Photo Show. Alexandra Marzella, Lee Armoogam, Jasper Briggs, Aarron Ricks, and Young Gun Lee

Subscribe to WM Daily. Be In Touch With Rebellious Voices