San Francisco-born rapper and entrepreneur Berner, whose name is Gilbert Milam Jr., says hustle, authenticity, and resilience helped transform Cookies from an underground cannabis operation into a global cannabis, streetwear and lifestyle brand.
Inside his 20,000-square-foot Cookies compound in San Rafael, Berner reflected on his rise from San Francisco streets to the cover of Forbes in his new memoir, “Becoming Legend: The Billion-Dollar Blueprint to be a Whale in a Sea of Sharks.”
The Mexican-Italian high school dropout says he learned business instincts early from his family. His father owned restaurants in San Francisco, while his mother worked as a headhunter.
