2025, As Seen by Gotham

Words: Monique Johnson

As the new year fast approaches, Gotham is already on a high for 2025. In case you’re a stoner living under a rock, or not bud-inclinced, Gotham is the Barney’s (RIP) of Dispensaries in New York.  Founded by visionary Joanne Wilson and powered by the creative genius of Rachel Berks, Gotham is redefining the cannabis industry—and doing so with a style that’s as sharp as a Luar blazer and as fresh as a Joya-infused salve.

Meet the Visionaries

At the helm of Gotham stands Joanne Wilson—an early-stage backer, dynamic entrepreneur, and dedicated philanthropist with a remarkable instinct for spotting cultural shifts before they happen. Driven by a deep commitment to community, she’s transformed Gotham into a one-of-a-kind gathering place where cannabis meets creativity.

Partnering with her is Rachel Berks, Gotham’s VP of Creative and Merchandising. A boundary-pushing designer and storyteller, Berks breathes life into Wilson’s vision through inspired branding and an authentic cultural vibe. Together, they’re fostering a cultural movement that celebrates connection, innovation, and the endless possibilities of cannabis.

In this exclusive interview, they give us a peek into their plans for 2025, which comes after a blazing 2024 full of fashion week sponsorships and niche editorial features.  They talk about what truly drives the effortless social strategy,and drop a few surprises that give us  fashion week munchies. So roll up your favorite strain, find your coziest spot, and dive in with us:

Monique Johnson: Gotham has collaborated with icons like Grace Ling and Theophilio during NYFW, making cannabis feel as essential as a designer bag. What’s the wildest collaboration idea that’s ever crossed your desk—whether it’s happening or not?

Rachel Berks: We have some pretty wild collaborations planned for 2025, but nothing I’m at liberty to share just yet. However, I can say you can expect to see some exciting collabs in 2025 with Luar, Eckhaus Latta, Objects are By + NAS, and more.

Monique Johnson: The Queens Judge ruling on it being unconstitutional to shut down unlicensed cannabis shops is bound to disrupt the landscape for licensed shops. Does Gotham see this as an existential threat—or an opportunity to prove why staying “legit” matters?

Joanne Wilson: There have been countless lawsuits, and keeping up with them all is hard. Unfortunately, the state has not figured out how to protect licensed dispensaries from competing with unlicensed ones. However, there is always hope, though hope alone is certainly not the answer.

MJ: Cannabis and couture have become Gotham’s calling card. But what’s the next frontier? If you could plant Gotham in one unexpected industry—music festivals, perfume, maybe even tech—what would it be, and why?

RB: We have a few things up our sleeves, including expanding our in-house line and producing a cutting-edge collection of cannabis-adjacent accessories. But I think the next big frontier is our private events business. In 2024, we helped throw a 21st birthday party for model-of-the-year Alex Consani, provided wedding goodie bags for cannabis journalist Jeremy Berke, and created canna-bars for the Creative Time Gala and a recent art opening at The Hole in Tribeca. Expect a lot more of this in 2025 and beyond.

MJ: If Gotham were to throw a ‘High Holidays’ party to celebrate cannabis what would it look like? And more importantly, what’s in the gift bags?

RB: We’re throwing an epic High Holidays party—but only for Gotham employees and their partners. It involves a holiday getaway vibe at a shuffleboard club, with plenty of trips outside to consume cannabis. I’m working on the gift bags with the team, which will include a fantastic selection from our stores: a large assortment of cannabis goodies from brands like Dank, Off Hours, Ayrloom, Florist Farms, Toast, Dosist, Pax, Kiva, Electraleaf, Back Home Cannabis, Hudson Cannabis, and 1906. There will also be holiday-themed items and a custom edition Gotham 2024 sweatshirt, plus lifestyle goodies from Yew Yew, Incausa, Gotham Goods, and Edie Parker.

MJ: We hear a lot about branding, but Gotham’s identity is a vibe. How do you create that intangible cool? Is it in the packaging, the people, the events—or something you can’t quite name?

RB: It’s a little bit of everything. It starts with the visionary leadership of our founder and CEO, Joanne Wilson, who is willing to take risks, trust the creative ideas of her team, and collaborate hands-on. As a company, we aim to create an incredible in-store experience through a thoughtful curation of cannabis and lifestyle goods, top-notch customer service, and cutting-edge fashion, art, and event activations.

MJ: NYC is the land of hustlers and dreamers. What’s the story Gotham wants to tell about cannabis in this city? And how do you make it stand out when everyone’s trying to tell their own?

JW: We’ve already created a unique space that merges cannabis and culture. If we could take it further, we’d create a family-friendly environment where visitors could learn about the plant, alongside a space for food, drinks, and cannabis-centered community events.

MJ: Cannabis and wellness are the unexpected but perfect duo. What’s the most surprising reaction you’ve had to your wellness-focused products? And what do you say to people who think weed and health don’t mix?

RB: Cannabis is a plant with numerous healing properties and is integral to any wellness conversation. We produce our own line of home and body products with fragrances developed in collaboration with NY-based fragrance house Joya. Our standout bestseller is the Menthol Broad-Spectrum CBD Salve.

MJ: Let’s talk about you, queen: Rachel Berks. As the VP of Creative + Merchandising at Gotham, what’s your big swing—the campaign idea that might sound crazy to others but feels like the future to you?

RB: I’m working on a concept for our Spring/Summer fashion campaign with my wife, artist A.L. Steiner, and two choreographers she’s collaborating with, Molly and Nola. Their work pushes boundaries in exciting ways, and their engagement with each other’s bodies will beautifully showcase our upcoming fashion collections from Luar, Eckhaus Latta, Kuro, Grace Ling, Collina Strada, Carne Bollente, and more.

MJ: You’ve been killing it with fashion collabs and gift bags, but let’s dream big. With February around the corner, if Gotham were to design the ultimate NYFW experience—smoke sesh included—what would it look like? What can we expect for the upcoming fashion week?

RB: We were fortunate to collaborate with Grace Ling last season, whose bold vision aligns with Gotham’s. Her epic silver butt bag packed with joints and pre-roll bouquets stole the runway. For February, we’re planning something equally groundbreaking—let’s just say you might see some bong hits on the catwalk.

As we gear up for 2025, Gotham is poised to redefine what’s possible, armed with a knack for turning fresh ideas into a hell of an experience. “The importance of the discovery and community (internally and externally) will never change,” says Wilson—a pledge that resonates as we raise our glasses to a promising new year.

This January, Gotham dares you to dream bigger, push boundaries, and welcome the unexpected. Whether it’s a game-changing collaboration or a once-in-a-lifetime event, they’re setting the stage for a year that’s anything but predictable.

Here’s to 2025—because we’re all just trying to make it together. 

Follow Gotham on Instagram (@gotham.ny) and TikTok (@gotham_nyc) to join the crew, or head to gotham.nyc to treat yourself—or someone you kind of like. Community starts with good taste, right?

Cheers.