SURFER Magazine, Humboldt Family Farms, and embarc have teamed up for a groundbreaking cannabis and surf collaboration—blending two icons of California culture.

This marks the first time in SURFER’s 65-year history that the legacy publication is featuring cannabis advertising. To celebrate, they’re spotlighting California’s sungrown cannabis in a limited-edition drop.

Launching June 20 at embarc dispensaries statewide, the collection kicks off with 5 grams of Maui Waui by Humboldt Family Farms. This sungrown flower is a tribute to nature-loving adventurers, especially the vibrant and active California surf community.

“This isn’t about outdated stoner stereotypes,” said embarc CMO Courtney Zalewski. “It’s a love letter to California’s lifestyle—fit, outdoorsy, and cannabis-positive.”

“Surf culture has always been about freedom and connection to nature,” said Jake Howard, Editor-in-Chief of SURFER Magazine. “This collaboration with Humboldt Family Farms and embarc felt like a natural way to tell a modern California story.”

The collaboration includes a “Getaway Bag” bundle: SURFER Magazine, Humboldt Family Farms’ Maui Waui flower, three Hawaiian Fanta pre-rolls, a custom tote, and more. Loyalty members can also win a surfboard shaped by Kolton Sullivan.

“For surfers and sungrown farmers alike, this is a natural fit,” said Scott Vasterling, CEO of Humboldt Family Farms. “We both value freedom, nature, and doing things our way.”

The collection is available exclusively at embarc while supplies last.