Sun-Grown and Queer-Owned: Flamer

Flamer isn’t just another cannabis brand—it’s a celebration of community, identity, and belonging. Built on the values of inclusivity and chosen family, Flamer brings fresh, vibrant energy to the cannabis industry, with a focus on uplifting queer joy and creative expression. Based on farms in Schenevus Valley and the Catskills, at its core, Flamer is about breaking down barriers and redefining the cannabis culture to reflect the values of openness and love.

Flamer stands out not only for its top-notch products but also for its mission to create an inclusive, welcoming space for all. Whether through their thoughtfully curated strains or community initiatives, the brand is dedicated to celebrating diversity and fostering connection. From weekend escapes in the Hudson Valley to the everyday joy found in creating a workplace that feels like home, Flamer has helped paved the way for a queer space in the industry.

We had the opportunity to sit down with CCO Matias Alvial and Director of HR & Development Cameron Tarzaban to discuss the magic of working with chosen family, their favorite spots in NY, and why embracing who you are is central to everything they do at Flamer. Their insights reveal the heart and soul behind this iconic brand.

Talk to us briefly about how you got started, but tell us the story you don’t always tell…

C: My experience is a bit different than the founders because I’ve gotten to watch FLAMER develop since the very beginning, not only as a friend but also coming on early as an employee this past year. The concept of FLAMER blew my mind: cannabis culture, queerness, and friendship?! This attracted me and sparked excitement. Not just because I was biased towards Matias and his brilliance but also because the idea alone had such multidimensional potential. FLAMER immediately felt like it was filling in a void in our community we didn’t even know existed. What drew me in the beginning is still what excites me now: joy!

In a world that feels like it’s surrounded by CBD and THC products, how important is it to stand out?

M: FLAMER embraces irreverence, in the sense that we don’t care to do something the way it’s “always been done.” We want to turn things on their head; being different is integral to our identity. To me, FLAMER is much more than just premium cannabis products; it represents the intersections of cannabis culture, queerness, art, fashion, photography, and so much more.

What has it been like working with Gotham?

M: This past weekend we had the opportunity to partner with Gotham in sponsoring Doll Invasion, on Fire Island. This was the second iteration, and it honored the passing of Cecilia Gentili (an activist, organizer, and most importantly, the mother of the trans community in New York) under the theme of “All Dolls Go to Heaven.” Cecilia was a dear friend of all the co-founders (pre-FLAMER) and welcomed us into her chosen family. We wanted to make this event possible to celebrate her spirit and carry on her legacy of creating safe spaces for trans folks. We are grateful for Gotham’s support. It was a magical day.

Can you briefly discuss art and its role in your life and the brand?

M: I can't be brief about this subject! The arts have dictated my entire life choices. The people I hang out with, the places I visit, the books I read, etc. The brand extends my dream of supporting fellow artists to achieve their visions.

Who are some people you’d love to see rep your brand?

C: If a girl can dream, Solange, Sha’Carri Richardson, and Miss Jasmine Masters.

What's your favorite FLAMER product right now?

C: Post Nut Clarity. I’m a little biased because I came up with the name. But for real, to me, P.N.C. makes the world feel a bit more vibrant.

What can we look forward to with FLAMER and the future?

M: I’m excited about our programming. Our mission is to bring event organizer’s dreams to life. To make unique shit happen! Keep an eye out for our second event in Mexico City this October. Check out our blog for past events, and subscribe to our newsletter to stay informed of our moves! Additionally, we are working on expanding our product line and merchandise.

I love that you are chosen family owned and operated; what has it been like working with your chosen family?

C: This is the first job I can be myself in. We can all say that. Working with a chosen family feels like being a kid again; we can fully appreciate our quirks while feeling safe enough to be real. The FLAMER team also has a fundamental belief in shared prosperity and abundance. In other words, we all are constantly rooting for each other, even beyond our work with FLAMER. When one of us wins, we all win. We put this exact energy into the work we do. Grateful is an understatement to describe how I feel to be a part of this work with so many beautiful, unique, kind people.

What are your favorite spots upstate, city, or Brooklyn?

M: Upstate, my favorite spot is Olana Historic Site in Hudson. In the Bronx, Wave Hill Garden. In the city, the Keith Haring bathroom mural in the second floor of The Center in the West Village. In Brooklyn, the community fish pond in Bed-Stuy. In Queens, Forest Hills. I have yet to make it to Staten Island.

If you could say one thing to the NYC cannabis community, what would it be?

M: U queer? U smoke? Hmu

C: Heyyy girl hey! Come through!