Jaleel White burst onto the scene with his breakout role as Steve Urkel in the popular sitcom Family Matters. Though his character wasn’t originally written to be a regular, the suspender-wearing, corny nerd stole America’s hearts and the whole show. Today, White, 44, is hoping to break into the cannabis industry with a new product donning the face of Urkel. Launching a collaboration with 710 Labs, the former actor will release his itsPurpl line featuring the cannabis strain Purple Urkle.
“The legacy of the character has just taken on its own life. I’ve been associated with something, an avenue of cannabis that’s respected and known. My criteria was, ‘I cannot do this and put out a, you know, a boo-boo offering of no effort,’” White told Leafly about the new line.
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An Indica plant that originated in California, Purple Urkle has been a cannabis strain enjoyed by many smokers for years. According to Leafly, “Consumers report the effects to be deeply relaxing, sleep-inducing, and a great option for full-body pain relief.” But White wants to let his potential customers know that nobody can do the strain justice like the original ‘Urkel’ himself.
“While imitation is the greatest form of flattery, there is only one Purple Urkle & his brand is #itsPurpl,” the new line’s Instagram reads. True to its name, the strain also contains a purple hue on its leaves.
White will be collaborating with 710 Labs to bring his idea to life, a California-based company that sources and hand selects strains from various breeders. According to their site, they create pesticide-free cannabis that’s grown in small batches and trimmed by hand. They also have dozens of dispensaries throughout California and Colorado.
The new line of Purple Urkle is set to launch on Monday, April 19.