‘Steve Urkel’ Actor Jaleel White Partners with Cannabis Brand

Actor Jaleel White — famous for portraying Steve Urkel in “Family Matters” — is launching a cannabis brand called ItsPurpl in partnership with 710 Labs that will feature variants of the strain Purple Urkle.

Full story after the jump.

Jaleel White, the actor famous for his role as Steve Urkel in the 1990s sitcom “Family Matters,” is launching a cannabis brand called ItsPurpl through a partnership with 710 Labs, according to a Forbes report. The line will feature variants of the strain Purple Urkle.

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

The brand will launch on April 20 in California.

710 Labs founder Brad Melshenker said the collaboration was sparked when he met White on a flight. He said that while the company has never been a brand that pursued celebrity deals or endorsements, its “agenda has always been quality above all else.”

“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,” Melshenker said in an interview with Forbes. “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 product launch will include eighths, vape pens with 710’s proprietary live resin pods, and a hand-rolled joint that includes a fusilli noodle crutch, known as Noodle Doinks.

The branding includes the Steve Urkel character and a limited edition series of merchandise for the brand will include a waffle maker.

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