Surfer x Humboldt Family Farms Collaboration - Maui Waui Cannabis Drop
June 20
For the first time in its 65-year history, SURFER Magazine has teamed up with not one but two cannabis brands– Humboldt Family Farms and embarc. This first-of-its-kind collab puts cannabis exactly where it belongs: In iconic spaces. In mainstream culture. Alongside one of the most demanding sports in the world. It's a cultural reset—and a celebration of the farmers who've been doing it right for generations. Because great cannabis doesn't come from factories. It comes from the sun, the soil, and the hands that know how to work with both.
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Scholarship Initiative
A portion of the sales will be going to scholarships for youth to attend surf camp.
"This partnership with embarc, Surfer Magazine, and Humboldt Family Farms helps us give local kids an unforgettable experience," said Tammie Helmuth, CEO, Girl Scouts of California's Central Coast. "It's about confidence, connection, and community, in and out of the water."
Celebrating California's Counter-Culture
To mark the drop, we're rolling out a special edition of our (sold out) weekly Getaway Bag—featuring 5g of Maui Waui, three Hawaiian Fanta prerolls, a copy of SURFER Magazine, and products from other sungrown brands across California. The bundle is ultra-limited, but Maui Waui will be available at all embarc locations while supplies last.
Dropping Friday June 20.
Collaboration Videos
Collaboration Philosophy
- YOU WOULDN'T SURF UNDER FLUORESCENT LIGHTS
- Some things can't be manufactured– they have to be lived.
- The best waves.
- The best cannabis.
- The best stories.
- Born under open skies, rooted in real dirt, trusted by the ones who know.
- From Humboldt's legendary farms to the coastlines that shaped the cultures we love,
- we're keeping it true for the ones who live under the sun.
- No ceilings. No filters. No bullshit.
- Just nature, culture, and the ride.
- Roll it. Ride it. Respect it.
- - EMBARC X HUMBOLDT FAMILY FARMS X SURFER
Passport Club members– Win a custom board shaped by Kolton Sullivan!
Ready to hit the waves? We're giving away a board! It's free to enter, you just need to be 21+.
Entries end: July 31, 2025
Winner announced: August 7, 2025
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