Fort Chronic: Challenging Social Stigma Surrounding Marijuana

By Emily Clingman

There’s a new movement growing in town, and it started with a clothing idea.

Fort Chronic Clothing Company opened its online doors in October, selling apparel featuring marijuana leaves in its designs. The business name is a play on words: “Chronic” is often used to describe high-grade marijuana. Fort Collins has a reputation for producing some of the finest bud around; hence, Fort Chronic.

The business name represents more than a logo on its clothing, however. It embodies a collection of ideas and community collaborations.

“The marijuana leaf means something different to everyone,” said CEO Joey Simental. “For some, it’s a recreational pleasure. For others, it’s much needed relief from physical pain. And then there are those who associate a [negative] stigma to the plant – saying that people who use marijuana are just stoners, slackers or drug abusers.”

Simental and his team of employees and interns aim to shed a positive light on marijuana use. They acknowledge that Fort Chronic fans come from all walks of life –they may use marijuana, but they also have noble endeavors going on in their lives like jobs, or school. They are artists, parents, or business owners. They volunteer in the community, own their homes or bike to work.

“What we’re saying is that marijuana use is just one piece of a person’s entire character,” Simental said, further explaining that the word chronic may describe good weed, but it also means persistent and habitual. “Even if you don’t partake in marijuana use, you can incorporate a positive ‘chronic’ mentality into your daily lives.”

FCC not only sells hip clothing; it has also created an online network for people to interact about how they are living chronically in a positive way. In its Online Community Center, FCC enthusiasts can advertise their businesses or share inspirational videos and websites, for example. Also available is its cloud product (an online desktop) for a small fee of $3.50 a month, which offers secure email and storage space. The idea behind the online network is to encourage people to take their opportunities, advantages, responsibilities and talents seriously and to inspire others to do the same.

“Essentially, helping our community to be a chronically better place,” Simental said.

To check out FCC’s cool clothes and to learn more about its online services, visit





Illegal Pete’s

Illegal Pete’s

After surviving the tremendous controversy over the name “illegal” in its name, Illegal Pete’s in Fort Collins is soaring into the hearts and stomachs of many. It’s here to stay with the original name intact and in a prime location at 320 Walnut Street. The vast interior and raised alcove help make it our town’s…Continue Reading

Indian Music

Indian Music

Om Ananda Yoga Studio in Old Town Fort Collins is hosting a very special and rare concert event with tabla master Ty Burhoe and grammy-winning flute master Steve Gorn! Mark your calendars for Friday, January 16, 8-10pm, admission is $16 in advance and $20 at the door; purchase at or call 970-488-9192. The venue…Continue Reading

A new year? Try new beer!

A new year? Try new beer!

With the holidays wrapping up and New Year’s resolutions being made, it might be time to try some new things. For the cooking-inclined, this just may be your column. Chef Ricky Myers of Jax Fish House has been experimenting with local brews and food, and has offered to share some of his inspiration with us.…Continue Reading

Sex and the Choice City: Save the Tablas!

I just turned 40. I feel it’s a good time to reflect and write about the things I’m really proud of. Seriously, I was not expecting to look this good at the “half way point” of my life… unlike TONS of women that are walking around our Choice City streets, I have had absolutely NO…Continue Reading