The Carter brothers can finally exhale

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In Long Island City, Queens, where gentrification is rampant, a story of resilience and innovation emerges. Rodney “Hurricane” Carter Jr., 43, and Brandon Carter, 41, are the innovative brothers from Jamaica, Queens, who are the key figures behind TRENDS, a pioneering cannabis dispensary. The Carter brothers have built New York City’s largest cannabis dispensary, creating a hub for culture, wellness, and community engagement.

“It became real for me the moment my brother called to say we got approved for the license,” Brandon said. “I was in Africa celebrating my 40th birthday. It felt like hitting the lottery. We saw this as a form of reparations, an opportunity that could change our family’s future. All we needed was that foot in the door to make magic happen.”

“At first, I wasn’t so sure,” said certified fitness instructor Rodney Jr. “Competing with smoke shops and the legacy market seemed like a challenge. I figured smoke shops would eventually be shut down, but the legacy market isn’t going anywhere, at least not for another 100 years, like alcohol after prohibition.”

The journey to TRENDS

The path to success was far from easy for Rodney Jr., a husband and father of two teenage girls. The same goes for Brandon, set to be a father for the first time. Both brothers, along with their father Rodney Carter, Sr., 66, have faced arrests for cannabis possession, casting long shadows over their lives. Nearly three decades ago, Rodney Sr. received a conviction that would shape his family’s future. The opportunity to open a licensed dispensary represented more than a business venture for the Carters; it was a chance to rectify past injustices and secure generational wealth.

“My arrest happened during the stop-and-frisk era, while I was coming home from college,” said Brandon, who had attended SUNY Delhi in Upstate New York. Mine and Rodney Jr.’s charges were reduced, so we have no convictions. But my father’s conviction qualified us for the social equity license.”

“I was arrested multiple times for possession,” Rodney Jr. said. “My charges were always reduced, but my father’s conviction remained. None of us served real time, but being arrested for a plant is still beyond frustrating.”

A vision realized

The Carter brothers channeled their experiences into creating TRENDS, a groundbreaking 6,000-square-foot venue that stands as a testament to their dedication and entrepreneurial spirit. Unlike conventional dispensaries, TRENDS offers a dynamic space that hosts cultural events, wellness activities, and community gatherings. This innovative approach not only caters to the needs of cannabis consumers but also fosters a sense of community and well-being.

“Cannabis is something many of us consume,” Brandon said. “It’s a healthier alternative to alcohol and has real benefits that help a lot of people.”

“We’re in the business of health and happiness,” Rodney Jr. said. “Cannabis is just one part of a holistic lifestyle, and the plant itself has so many health benefits.”

Rodney Jr. added, “The name came from a smoke session with some of the women in our family. Brandon’s girlfriend threw out a name that stuck, but I wanted to give it deeper meaning. So, I asked everyone to brainstorm names, and my sister Kiara came up with the best one: TRENDS – The Real Experience Needs Different Stories. We believe cannabis has been stigmatized for too long, and shifting the narrative starts with education and storytelling.”

Brandon noted that TRENDS required significant capital and negotiations, but legal requirements and state procedures were the real challenges. The Carters faced various setbacks and delays beyond their control but eventually launched successfully. They chose Long Island City due to their decade-long familiarity with the area and its growth.

Rodney Jr. shared that as one of the first CAURD licensees, they received many predatory offers from investors. The best choice for them was partnering with Housing Works, NYC’s first legal dispensary, connected through their realtor.

“Our biggest focus is breaking the stigma around cannabis,” Brandon said. “Most of our customers aren’t ‘stoners’, they’re everyday people looking for relief from anxiety, pain, sleep issues, and more.”

“Cannabis is medicine,” Rodney Jr. said. “While people use it recreationally, the medicinal benefits are life changing. Selling something that enhances people’s well-being is a win-win.”

Honoring the past, investing in the future

Several months ago, TRENDS hosted an exclusive dinner and performance that paid homage to Christopher Alexander of the NAACP. The event benefited the Last Prisoner Project, a non-profit organization dedicated to cannabis criminal justice reform. This initiative underscores the Carters’ commitment to addressing the historical injustices associated with cannabis prohibition and supporting those still affected by its legacy.

“I think a lot of people are often uninformed or misinformed,” Brandon said. “Some people think if something is illegal, it must be bad, but I believe that logic is flawed. At one point, even Black people were considered ‘illegal’ in this country.”

“There’s still an agenda to keep cannabis stigmatized because it threatens industries like alcohol and pharmaceuticals,” Rodney Jr. said. “But education is key. Once people see how this plant is changing lives, their perspective shifts. I think it’s important to keep an open mind, which I always strive to do.”

TRENDS stands as a symbol of what can be achieved when vision, dedication, and community converge. The Carter brothers have not only built a successful business but have also created a space where culture, wellness, and community thrive.

“My mom passed away when I was 22,” Rodney Jr. said. “At the time, she was hurt and disappointed by the lifestyle I was living and the choices I was making. On her deathbed, I promised her I’d change my life for the better, and I did. I no longer sell things that harm people; I sell something that heals them. I know she’d be proud of me today, and I feel like she’s been guiding us through this journey.”