How a Northern California cannabis buyer turned precision rolling into a recognized craft, built a hash-hole brand and brought baseball-inspired collectibles into the premium flower market.
Before Sturt Doinks, There Was Cannabis Retail
The story of Sturt Doinks begins in California's cannabis retail industry.
Before launching the brand, its founder spent years working with cultivators and evaluating flower.
As director of purchasing at Perfect Union, he developed relationships with growers while learning to identify premium cannabis in Northern California's competitive market.
That experience became the foundation of his later approach to sourcing flower for hash holes.
What Was Happening in 2018?
By 2018, the founder, known online as Sturt Doink A Lot, was already rolling hash holes.
The format combined flower with concentrated cannabis, creating a distinctive burn pattern as the center melted.
During 2018 and 2019, his online presence began attracting attention from experienced smokers and rollers.
Around that period, he also established Hash Hole Mafia, helping promote hash-hole culture before it became a much larger commercial category.
Turning Rolling Into a Craft
Sturt Doinks built its identity around carefully selected inputs and precise rolling.
The brand emphasized premium flower paired with high-quality hash, including full-melt ice-water hash and rosin.
Organitips filters became part of the presentation.
The goal was a consistent draw, carefully matched flavors and the recognizable donut-shaped burn.
Collaborations with Blueprint, Green Dawg and Kalya helped establish the brand within California's connoisseur cannabis community.
2022: The Official Launch
In 2022, Sturt Doinks formally launched its brand around the idea of bringing high-quality flower and hash together in a ready-to-smoke roll.
Its mission emphasized making the experience associated with Hash Hole Mafia available to a larger audience.
The product stood apart through its structure and presentation.
Instead of treating the hash hole as an ordinary infused preroll, the brand emphasized rolling as a specialized craft.
The Seinfeld Era
The original Sturt Doinks logo drew inspiration from the television series Seinfeld.
The reference gave the brand a playful visual identity.
It also reflected an approach to cannabis branding built around humor and recognizable cultural references rather than traditional luxury packaging alone.
That aesthetic would eventually evolve into something very different.
When Cannabis Met Baseball
Sturt Doinks later adopted a San Francisco Giants-inspired baseball identity.
The rebrand expanded the company into collectible flower releases, including 7-gram jars named after baseball players, moments and nicknames.
Releases included:
Sosa
Ozzie
Don Pedro
Zito
Hammerin' Hank
Man of Steal
The concept made each release resemble a piece of baseball memorabilia.
The jars became part cannabis packaging and part collectible tribute to the sport.
The $10,000 Rollers Cup
Sturt Doinks gained additional recognition through competitions organized by Proper Doinks.
The brand became the first winner of the $10,000 Rollers Cup, a competition featuring 20 leading hash-hole rollers.
The victory helped strengthen its reputation for rolling precision and product quality.
It also reflected how far hash-hole culture had developed, from a niche craft into an organized competitive category.
Small Batches and Collector Demand
Sturt Doinks continued emphasizing limited production rather than mass-market availability.
Its products moved through selected California distribution networks and curated drops.
The limited approach, combined with recognizable packaging and collaborations, helped make individual releases desirable to collectors.
The business also developed a flower identity beyond its original hash-hole products.
Legacy
Sturt Doinks helped turn hash-hole rolling into a recognizable cannabis craft with its own culture, competitions and branding.
The founder's background in purchasing established the importance of sourcing.
Hash Hole Mafia helped build the early audience, while later collaborations and the Rollers Cup strengthened the brand's standing.
The baseball-inspired rebrand introduced another layer, turning flower jars into collectible releases.
From retail buying to championship rolling, Sturt Doinks built its identity around the idea that the materials, the roll and the presentation all matter.
Sources
Williams, Nate. "The Art of the Roll." Leaf Magazine, 1 May 2023. Industry reporting. Profiles Sturt Doinks as an established hash-hole roller; credits him with popularizing the "hash hole" terminology beginning in early 2018 and documents flower sourcing from Blueprint, GreenDawg, SureFire Selections and NorCal Gardens, alongside hash from Hash Assassins and West Coast Alchemy.
Cappetta, Jon. "Jon's Stone-Cold Cop List #29: Hall of PuffCon Glory." High Times, 2022. Contemporary firsthand coverage. Documents Sturt Doinks' reputation in California's premium cannabis community, including a hand-rolled product containing 3.5 grams of flower and one gram of rosin.
Sturts Doinks. Instagram, www.instagram.com/sturtsdoinks/. Accessed 22 Oct. 2026. Primary brand source. Documents the company's visual identity and baseball-inspired rebrand, including collectible releases such as Sosa, Ozzie, Don Pedro and Zito.
Holland, Ellen. "Proper Doinks: The Art of the Roll." High Times, 3 June 2023. Industry and competition context on burn quality, airflow, flower selection and rolling consistency in California's connoisseur culture. Not independent confirmation of Sturt's championship.
Proper Doinks. Proper Smoke Network. YouTube, www.youtube.com/@properdoinks. Accessed 22 Oct. 2026. Primary competition source: official channel with rolling evaluations and bracket-format judging, relevant for locating documentation of the reported Rollers Cup victory.
"Proper Doinks: A Connoisseurs Journey, What's Smoking & What's Not, Proper Smoke." First Smoke of the Day, 18 Aug. 2025. Primary interview with Proper Doinks representatives Adam Pain and Paul Christmon discussing cannabis evaluation, rolling standards and a $10,000 competition. Does not independently confirm Sturt as the first champion.
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