GLAZED And INFUSED: THE MUST BE NICE METHOD
QUEENS-BUILT, SOCAL-BAKED
Founded in 2015, Must Be Nice began as a small, family-run hustle in Queens, New York—selling tees, dab mats, and other merch built around a sarcastic inside joke that stuck. The phrase “must be nice…” became the brand’s unmistakable calling card.
DUMBO THE DONUT DOG
A brindle Frenchie named MustBeDumbo became the brand’s mascot and early growth engine. Merch runs, holiday drops, and plush toys featuring Dumbo helped fund the transition from apparel to the brand’s first plays in the flower game.
HASH STIX HEAT-UP
By 2021, solventless-infused prerolls—branded as Hash Stix—circulated quietly from LA to NYC. Hand-rolled and terp-forward, they built a reputation for flavor, precision, and burn consistency.
THE DONUT ERA BEGINS
In 2022, Must Be Nice debuted MBN Donuts—originally a 2g flower × 1g rosin core, later refined to a 1.5g × 0.5g format for balanced burn, smoother airflow, and reliable white ash. The drop quickly became the street-level standard for hash holes.
COOKIES LANDING
That same year, Must Be Nice Donuts quietly appeared on Cookies’ Ventura shelves—a subtle debut that signaled a major placement in California’s retail landscape.
ROLLED & PUFFED
A collaboration with rolling legend Daniel Chu of LoadedCo refined cone structure, airflow, and homogenization—resulting in a consistent, heavy-hitting donut that matched high-end presentation with technical precision.
LICENSED LEAP
In 2024, the brand entered the licensed market through collaborations with Reno Got Dank, Not Trilogy, and LoadedCo—dropping Got Dank Donuts and Must Be Nice Stix at Highway DTLA.
POP-UPS & PULL-UPS
Secret donut drops, live rolling demos, and white-ash activations at events such as 8PG solidified the brand’s “experience-first” approach, giving consumers a hands-on connection to the craft.
FULL CIRCLE TO NYC
In 2025, the brand teased “Must Be Nice NY,” bringing its refined craft back to its Queens roots while maintaining strong SoCal market momentum.
DABATHON DEBUT
On June 28, Must Be Nice Donuts and Roll_BMC headlined a private LA sesh for Hashathon Cup—showcasing hash holes and rosin in an intimate, curated setting.
LEGACY-DRIVEN, ROSIN-FUELED
From streetwear roots to solventless excellence, Must Be Nice has built a cross-coastal presence that blends culture, quality, and craft—without shortcuts.
Youtube Video
— nugg notes 🪴
sources:
• @mustbenicedonuts. “est. 2015.” Instagram, bio section. Accessed 21 June 2025. https://www.instagram.com/mustbenicedonuts
• @mustbedumbo. Instagram profile. Mascot account for Must Be Nice. Accessed 21 June 2025. https://www.instagram.com/mustbedumbo
• @mustbenicedonuts. “Hash Stix drops this Friday… 1.5g of flower & 0.5g of rosin…” Instagram, 2021. Accessed 21 June 2025.
• @mustbenicedonuts. “MBN Donuts. 2g flower x 1g rosin core. Whitewall standard.” Instagram, 2022. Accessed 21 June 2025.
• @mustbenicedonuts. “Cookies drop at @cookiesonventura—Dumbo made sure inventory was right.” Instagram, 2022. Accessed 21 June 2025.
• Highway Cannabis. “Got Dank Donuts & Must Be Nice Stix Drop.” Highway DTLA, 2024. Accessed 21 June 2025. https://highwaycannabis.com
• @roll_bmc. “Hand-rolled tech, airflow optimized. Must Be Nice Stix powered by LoadedCo.” Instagram, 2024. Accessed 21 June 2025.
• @8pg_events. “Whitewall demo with @mustbenicedonuts rolling donuts live…” Instagram, 2024. Accessed 21 June 2025.
• @mustbeniceny. “must be nice ny coming 2025.” Instagram bio. Accessed 21 June 2025. https://www.instagram.com/mustbeniceny
• @hashathon.cup. “Private session w/ @mustbenicedonuts x @roll_bmc on June 28 in LA.” Instagram, 2025. Accessed 21 June 2025.
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