This week, British CBD Lifestyle and streetwear brand, Mr NICE, opened at Selfridges’ flagship Oxford Street store, launching their premium range of CBD and high-end lifestyle products in the run up to Christmas. The partnership marks the first move by a major luxury retailer in Europe into the exciting and expanding CBD industry.

Along with award winning British architects HUT, Mr NICE has transformed the iconic Land Rover Defender on Selfridges’ first floor into a mind-bending installation, which see’s Mr NICE flanked by leading brands such as Gucci and Virgil Abloh’s Off White.

Mr NICE recognises the value of CBD in everyday life, providing strictly the highest quality products made from organic EU hemp extract. The NICE ethos is inspired by Howard Marks, the counter-cultural hero and cannabis activist who championed the human spirit and staying true to self in the face of adversity. Like Howard, the brand encourages inclusivity, autonomy, and originality. As Harry Gordon Selfridge said, ‘Everyone is welcome’. You can be anything you want to be; just be NICE.

Mr NICE will be hosting a series of events from the installation, including their Soho Radio show live from the defender, informative talks on CBD and CBG, and Selfridges’ ‘Ten Days of Christmas’ festivities in December. You can stay tuned via their Instagram @mrnicelondon and

The Mr NICE x Selfridges pop up offers a wide range of premium legal CBD, CBG, Hemp products and accessories. Including their Organic CBD oils and gel capsules. Delicious CBD chocolate and gummies. Refreshing CBD drinks and relaxing bath bombs make the perfect stocking fillers and alternative gifting this Christmas. They will also offer a 40 piece MR NICE streetwear collection. All of these products will be available online at

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