A line of marijuana accessories, hemp body products and what’s being marketed as the first global brand of commercial weed, all bearing the blessing of reggae superstar Bob Marley’s estate, went on sale this week.

Backed by Privateer Holdings, a Seattle-based private equity firm focused on the cannabis indsutry, the Marley Natural brand is clearly designed to appeal to a wider customer base than college kids with a Bob Marley “Legend” poster on their dorm room wall.

“We are fortunate to be living during a promising time of positive change, especially with regard to cannabis and how people understand it,” Cedella Marley, the singer’s daughter, said in a statement.

The brand built around Bob Marley has done very well since the man himself died in 1981 at the age of 36.

Marley’s name netted a total of $21 million in 2015, according to Forbes.

He’ll likely only shoot up that list with the money that’s almost certainly guaranteed by the launch of Marley Natural.

While Marley is arguably popular culture’s most popular ambassador of marijuana, everyone from Melissa Etheride to Snoop Dogg to Willie Nelson have made moves to get in on the act, as what was once a mildly rebellious act becomes ever more mainstream.

“It is extremely important to us and to the family that Marley Natural operates with integrity and a strong social conscience,” Marley Natural general manager Tahira Rehmatullah said in a statement.

“We source our products in an environmentally and socially responsible way, as we believe Bob Marley would have wanted.”

Bob Marley