System of a Down bassist Shavo Odadjian recently discussed his 22Red brand in an interview shared on Ultimate Guitar. The brand is a lifestyle and cannabis company that merges multiple creative ventures.
When asked about the nature of 22Red, Odadjian explained how the brand evolved from a personal lifestyle project into a multifaceted venture. He described the origins of the company and his philosophy behind joining the cannabis industry.
“It started off as my lifestyle brand. I have this old school friend, one of my oldest friends in the world. He has a textile company where they manufacture clothing and apparel in Hollywood,” Odadjian said. “They make everything there, they cut and sew. I had a little time on my hands, and we were playing poker one night, and we spoke. I said, ‘Dude, we’re best friends and we haven’t done anything together. We both love the lifestyle and we’ve dressed similar.'”
The bassist explained that the brand’s expansion into cannabis came through a strategic partnership with an experienced grower. He emphasized that he only wanted to attach his name to products he personally believed in.
“Weed was becoming legal recreationally in Los Angeles, California in late 2018, I think, ’17 it hit. I used to smoke a lot of weed, I still smoke, but I used to smoke a lot more, but I never really wanted to be in the business of it,” he continued. “I didn’t want to throw my name on just shit, I wanted to put my name on something that I personally will smoke. And until that moment where I met Sean, I never met anybody that grew the way I want, the stuff that I smoke like that.”
Today, 22Red operates as a comprehensive lifestyle brand. It encompasses apparel, cannabis products, and even a skate company in Arizona. Odadjian stressed his belief in coexistence within the industry rather than competition.
“I think we all should exist. I don’t like those companies that are like, ‘My weed is better than yours.’ F*ck you, bro. You do you, I’ll do me. We can all coexist together and have fun doing it,” he concluded.
Beyond his role as System of a Down’s bassist, Odadjian has established himself as a serious cannabis entrepreneur with a distinctive vision. CelebStoner reported that 22Red was launched in 2018. The brand has since become a lifestyle company that merges premium cannabis products with music, fashion, skateboarding, and design. It operates across several states including Arizona, California, and Nevada, with plans for expansion into the Northeast United States.
What sets 22Red apart from typical celebrity cannabis brands is Odadjian’s hands-on approach to quality control. Vegas Cannabis Magazine noted that Odadjian is deeply involved in the cannabis business. He personally tests every batch to ensure the highest quality and works closely with his cultivation team, particularly in Arizona. This commitment to authenticity reflects his broader philosophy of creating products he genuinely stands behind.
The name “22Red” carries personal significance for the musician. Revolver Magazine revealed that the number 22 recurs throughout Shavo’s life. It appears in his birth date, marriage date, and other key milestones. Additionally, Odadjian experiences synesthesia, a condition where he associates numbers and letters with colors. He sees red for the number 2. This personal connection transforms 22Red from a mere business venture into an extension of his artistic identity.
Despite his growing cannabis enterprise, Odadjian continues to balance his music career with his entrepreneurial pursuits. He remains actively engaged with new musical projects, including his band Seven Hours After Violet. He views both music and cannabis as creative outlets that complement each other. This multifaceted approach demonstrates that Odadjian’s vision extends far beyond simply capitalizing on his celebrity status. Instead, he has crafted a genuine lifestyle brand rooted in his personal experiences and artistic values.
