The humble grinder has been a mainstay of cannabis culture for decades. In that time, little has changed, but one company felt it was high time to reimagine how we break down our favourite herb.
HØJ started with a simple idea: why hasn’t the cannabis experience evolved as the culture moved forward? The brand, founded by Simon Folmann, has embraced Danish design principles since day one, always ensuring form follows function. The result is a range of cannabis tools designed to elevate the experience.
“Every curve and angle should serve a purpose,” Folmann told leafie in a recent interview. “When we began developing our first products, the goal wasn’t just to make them look good, it was to make them work better. KLIP’s curved body fits the hand just right, KØL’s winged shape cools the smoke by drawing heat to the thinnest parts of the pipe. Every design choice is intentional.”
HØJ is perhaps best known for its flagship product, a reworking of the ubiquitous grinder – an accessory integral to consumers around the world. A design that wasn’t just an improvement, but a complete reimagining.
Instead of using teeth to grind up herbs, the KLIP uses a patented magnetic blade system to slice, a design that HØJ claims protects the potency, flavour and structure of the bud. “It’s like a precision-engineered pair of scissors in grinder form,” Folmann says. “Every element was engineered to the millimetre – even some internal dimensions use increments of 0.420, a playful nod to our culture.”
That attention to design detail is seen across the HØJ range, from the grinders to the pipes and even the brand’s own hemp-based rolling papers. Food-grade stainless steel, aircraft-grade aluminium, and titanium coatings lend a reassuringly premium feel, giving the user the impression that each product is made to last —a reassuring feature in a world of disposable, mass manufacturing. It isn’t just the product materials that receive this considered approach. When considering sustainable packaging options, Folmann went above and beyond in the research process. “I personally lived in a cork forest in Redondo in Portugal for a while, camping in 44°C heat, just to understand the material firsthand.”
“I met the farmers, studied the trees, and learned how cork is naturally antibacterial, flame-retardant, and hydrophobic. But what surprised me most? Touching untreated cork lowers your cortisol levels. That’s why we chose it for our packaging, so you start to relax before you even open the product.”
This meticulous attention to detail resonated with consumers across the world, especially in North America, where cannabis culture is thriving. Yet despite this rise to success, the HØJ brand hit a roadblock. In 2024, the company went quiet across social media, causing customers to express concern. Emails went unanswered, orders left unfulfilled. HØJ, it appeared, had disappeared.
I tried to keep everything afloat… HØJ didn’t pause because it failed – it paused because I had to heal.
The internet speculated wildly about the sudden silence. Rumours ranged from bankruptcy to a lawsuit from a rival firm. In reality, the brand had to take a backseat to a difficult period in Folmann’s personal life.
“I had one of the hardest years of my life, and it changed me,” he says candidly. “A close family member fell critically ill, went into a long-term coma and unfortunately, eventually passed away. I had to take over managing their entire life and estate, which became a full-time responsibility. At the same time, my long-term relationship ended. My partner was also our COO – so it was a deeply personal and professional shift all at once. Let’s be honest, shit hit the fucking fan.
“I tried to keep everything afloat. But with the weight of personal grief, operational strain, and a hiring mistake that heavily impacted revenue, it all became too much. My body and mind forced me to stop. HØJ didn’t pause because it failed – it paused because I had to heal.”
HØJ is now back with renewed purpose and, importantly, the systems in place to run consistently. A change that was only made possible by having the right people in place. “What we are doing with HØJ today isn’t just a comeback,” Folmann says, “it’s a restart with the right foundation, the right mission, and the right team behind it.”
Before the break, the brand was actively prototyping eight new products, all driven by the core belief in thoughtful design and meaningful functionality. For now, the business is focused on solidifying the foundations of the relaunch, promising that consistency comes first. In addition, HØJ is keen on sharing more lifestyle content: behind-the-scenes videos, cooking content, and conversations that reveal the realities of building a business in the cannabis space. First and foremost, Folmann says, the brand wants to reassure customers old and new that they’re committed to them. “There’s so much more to come. But for now, we focus on what matters: doing right by the people who’ve supported us, and making damn good products.”
Celebrate the return of HØJ and grab a KLIP for just £130 for a limited time, only at leafie: https://www.leafie.co.uk/products/hoj-klip-grinder-slicer/
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