VIBES is the rolling-paper brand Berner launched in 2019, built on rice, hemp, ultra-thin and organic hemp papers crafted in France and cut and kitted in the Dominican Republic. Its signature is The Cali, a wide cylindrical pre-roll tube modeled on the way Berner rolls, and its collab shelf runs from Cookies blue cones to Keith Haring, Lemonnade and The Smoker's Club.
Berner's paper
After two decades building Cookies into a global name through genetics, pop culture and social media, Berner expanded into papers with VIBES Fine Rolling Papers in 2019. The pitch was a paper brand built for today's consumer and lifestyle, and VIBES still bills itself as the latest collaboration from the rapper and serial entrepreneur.
VIBES started as a joint venture between Berner and Greenlane Holdings, the accessories distributor. By October 2021 Greenlane said the brand had doubled every quarter since launch and was on pace to more than double year over year.
Crafted in France, cut in the Dominican Republic
The papers are cultivated and crafted in France, then cut and kitted in the Dominican Republic, and every sheet carries a custom watermark. The core lineup started with Rice, Hemp and Ultra Thin papers. Organic Hemp joined in March 2021, made with 100% organic hemp fibers and organic Arabic gum from the acacia tree, in 1ΒΌ, King Size Slim and Cubano sizes with papers-and-tips options.
Berner said the team took its time on Organic Hemp and made it "thinner than our Ultra Thin and designed for flavor." Today the papers come as booklets, booklets with tips, fatty booklets and rolls by the foot, with cones in 1.25", King Size, Cubano and Fatty, and white, kraft and Cali pre-rolled tips. Trays, grinders, storage, lighters and apparel fill out the store.
The Cali, built on Berner's roll
The Cali landed in October 2021 as an alternative to the cone: a cylindrical pre-roll tube with a wide circumference designed for airflow, comfortable pulls and a big-smoke session. It launched in one, two and three-gram sizes across all four papers, and a half-gram size has since joined the lineup.
Berner's explanation is the best sales copy the product has. "I personally have been rolling for 20 plus years, and was constantly told by friends and people I have connected with over the years that 'if I could roll like that, I would smoke joints over blunts.' Well, now all you have to do is stuff and puff with The Cali."
Release Papers and the Last Prisoner Project
In July 2023 VIBES teamed with the Last Prisoner Project and creative company Mother on Release Papers. Each paper carried the name of one of four incarcerated people at the center of the campaign, Edwin Rubis, Hector McGurk, Moe Taher and Ricardo Ashmeade, next to a QR code that sent smokers to sign the Cannabis Clemency Now petition and join a letter-writing campaign. A portion of the profits went to the Last Prisoner Project.
Berner framed it plainly: "So many people are still locked up with lengthy sentences related to cannabis. While at the same time, so many states have made up their mind that cannabis should be legal, and those states are where those people are still serving time, which makes absolutely no sense." Release Papers still sits in the VIBES collab lineup.
Cookies blue and the collab shelf
The deepest collab is the family one. VIBES x Cookies runs Cookies-blue 1.25" and King Size Slim cones, 53mm mini cones, blue rolling-paper booklets and a Cookies edition of The Cali, plus a VIBES Clothing x Cookies line. The rest of the collab shelf includes Lemonnade, Keith Haring, The Smoker's Club, Kaya Herb House, Gas House, Luc Belaire, Joey Colombo and Scarrs x Smashed.
For Mother's Day, VIBES and the cannabis brand That Badu released A Dozen Roses: limited-edition cones wrapped in rose petals and packed in a decorative box.
Who owns VIBES now
Greenlane cashed out on July 19, 2022, selling its stake in VIBES Holdings LLC for $5.3 million in cash, at an enterprise value of about one times VIBES' trailing 12-month revenue.
Greenlane kept distribution rights and stayed on as a strategic partner, and Berner, as CEO of VIBES, said the brand was "just scratching the surface." Greenlane has since pivoted into a Berachain token treasury, raising more than $110 million in October 2025, and its legacy distribution business brought in about $0.1 million in the second quarter of 2026.
VIBES runs its own wholesale program and retail locator, and its Instagram is @vibespapers. In the Top 5 Best Rolling Paper Brands, VIBES lands at No. 2 behind RAW, with its rice paper singled out for a near-invisible burn line.