While on a trip to see family in New Orleans in 2010, Bernard Noble was arrested for possession of a small amount of cannabis. Noble thought, as many would have at the time, that the teensiest bit of weed would be a matter quickly resolved and chalked up to a minor infraction.

Unfortunately, Bernard would be classified as a “habitual offender,” meaning that he would be subject to a long and harsh sentence of 13 years of hard labor in prison. His case would garner national attention, particularly since he was serving that time literally picking cotton under the watchful eye of prison guards as states across the country began to decriminalize and soften cannabis laws. Noble’s case would lead to reforms in Lousiana’s cannabis sentencing laws, clemency, and parole rules, along with his eventual release after serving seven too many years.

One of those who took note of Bernard’s case was filmmaker and artist Fab 5 Freddy, who was inspired to create a cannabis brand B Noble, in partnership with Noble and Curaleaf.