Los Angeles is a place where, if one applies their trade with equal parts passion and skill, they can make a name for themselves as the best at what they do. Kobe. Clayton. Dre. Snoop. And when it comes to cannabis—Wonderbrett.
One of the industry’s most sought-after cannabis producers, a man more humbly known as Brett Feldman, earned his acclaim providing choice batches of the West Coast favorite OG Kush to supreme clientele such as Eminem and Cypress Hill’s B-Real, all while California was just beginning to allow medical use.
“Even since the early 2000s, I was always hoping and dreaming that cannabis would become legal and we would be able to make a very prestigious brand one day,’’ Feldman says. “It was always in the back of my mind. I would think, ‘I can’t wait for this to be legal so we can grow, put it out there, and share good cannabis with other people around the world.’”
That time has come, as Wonderbrett recently launched its first retail shop in LA’s Fairfax District. Visitors can take in a double feature at Quentin Tarantino’s movie theater, shop for high-end sneakers at Undefeated and now purchase high-quality retail cannabis—all within a few miles.
“We’re LA guys,” Feldman says. “Our whole base of followers has been built in LA. We built our reputation in the music and entertainment community here. To have a store on La Brea Avenue in this location is paramount for our brand.”
With his flagship store now firmly tucked into a coveted Los Angeles retail district, Feldman looks back on the days when this legitimate business was once considered criminal more than two decades ago.
“I just start thinking about the time I got extorted or the time I got robbed,” Feldman says. “All of these horrible things that you were victim to in that part of the business, whereas now the business is so different. It’s a grown-up, sophisticated business world. The stuff I went through then seems so irrelevant now.”
Wonderbrett’s understated and earthy interior design makes for an appealing, if stark, contrast from the colorful packaging and branding lining the store shelves.
“With the natural woods, hand-pounded pendant fixtures and the irregular wood on the floor, it’s not perfect—purposefully,” says Wonderbrett co-founder David Judaken.
“That adds to the comfort and vibe and energy of the space. When that’s in conflict with some of the branding, I think it sets each off and makes them better and more important because they’re juxtaposed to one another.”
As the retail shop passes its three-month anniversary, the founders say to expect more surprises.
“Wonderbrett is all about the drop,” Judaken says.
The company’s brick-and-mortar HQ may not even be the biggest news: For Wonderbrett, it’s all about the strains. The company’s strains have been available in a few dispensaries in small quantities, but the new location guarantees that customers can get their hands on some of the finest boutique genetics in the current market. Strains such as Pink Picasso and Orange Banana burst with flavor from each toke, while indicas such as OZ Kush and Black Orchid carry tinges of pine and gas.
And, on this particular December 2021 weekend, the Wonderbrett Los Angeles location premiered the release of Feldman’s latest genetic achievement, Blueberry Purp.
“It’s got a blueberry flavor, also a sweet grape aspect and a savory cookie type flavor too. It’s been a long breeding process to create this strain. The OZK Cookies and Cream, Beyond Blueberry into Grand Daddy Purp. It’s a legendary strain. It’s one of those strains where people miss it so much and wish it would come back. But you need to polish it up and that’s what we did.”
But even before he takes time to enjoy his labor’s fruits, Feldman is already plotting his next genetic marvel.
“In my mind, I want to cross [Blueberry Purp] into the Pink Picasso and make a Blue Picasso. My gut instinct tells me that those two terpene profiles are going to make something very special. I’m really hoping for a blueberry champagne flavor.”
Feldman continues this theme.
“Now that I’m talking about it, I need to go home and roll up a joint that’s half Pink Picasso and half Blueberry Purp, and give myself a sneak peak,” he says. “Sometimes that inspires breeding as well.”
A genetic résumé as impressive as Wonderbrett may seem to be full of secrets, but for Feldman, crossing strains is just as easy as blending flowers together and lighting up.
And what would the THC percentage of a Blue Picasso be? According to Feldman, that’s not the right question to ask.
“There are too many misnomers out there right now with people trying to seek out strains that are 30 percent THC or higher,” he says. “Those tend to be not the better of the strains if you were to do a blind taste test. You’re going to tend to like strains with higher terpene profiles, not just THC.”
Wonderbrett’s elevated menu may prove to be a bit overwhelming, so Feldman himself decided to offer some of his own personal picks.
“New customer, never smoked, I’m going to say Orange Sunset because the flavor is so undeniable that even somebody who doesn’t have a developed cannabis palette will immediately have a great experience,” Feldman says. “For someone’s first time trying cannabis it should taste like something they can relate it to. Most people have had orange juice or candy. It’s undeniably orange. It’d be really hard for someone to have a bad experience with that flower as a first-time smoker.”
For the experienced enthusiasts, Feldman turns it up a notch or three.
“For the elevated connoisseur who’s looking for the most unique, special terpene profile, I’d go with Pink Picasso,” he says. “It’s one of those strains where I should probably have that in my Instagram bio, you know, ‘creator of Pink Picasso’.”
As far as his all-time favorite strain, Feldman is quick on the draw: Cherry Trop.
“I’ve been smoking Cherry Trop every day,” he says. “It’s one of the most beautiful strains I’ve had the pleasure of growing. In the last two weeks of growing, it turns so purple and red. It doesn’t even look like a bag of weed; it almost looks like a cartoon. The terpene profile is delicious, too. It’s derived from Trop Cookies and Cherry Cookies, so it’s savory and has hints of Tangie, and it’s very potent.”
Exclusive strains are far from the only reason why enthusiasts should visit the new shop. The remarkable selection of flowers lining the west wall, the pre-rolls and edibles found in the middle displays showcase a blend of the industry’s top brands in addition to in-house product.
“We like to bring in brands that we’d actually smoke,” Feldman says. “I want people to come in and not be overwhelmed. I want them to be able to have a selection that they can actually digest when they walk through here.”
But don’t rely on your new favorite flavor being available at Wonderbrett for too long.
“You have to have things come and go. We’re constantly breeding and creating new strains and pheno-hunting,” Feldman says. “Our goal is to put out at least one new strain every three months, and if we can do more than that, we will.”
Feldman continues to support the hip-hop community that once helped launch his own career. One of his favorite brands to promote is Coffee and Kush, created by Los Angeles rapper Problem.
“I’m really proud of Problem,” Feldman says. “He’s doing it right, doing it himself. He found good growers to work with. It’s a good example of how a celebrity should approach this space versus just trying to get a royalty by giving their name out. I really applaud him—he’s an LA legend doing it right in this space.”
This story was originally published in the print edition of Cannabis Now.