Sherbinskis is putting Gelato back at the centre of its identity, bringing Bacio Gelato #41, Mochi, Açaí Berry and Gello into focus for a new chapter. With renewed cultural direction, deeper ties to skateboarding and Ryan Bartholomew leading genetics, the opportunity is clear. But for a brand whose mythology was built by the flower itself, the next era will ultimately be judged by whether the cannabis can live up to the name.