Ethos Genetics

The Founder’s Journey

The Ethos brand is a direct reflection of its founder, Colin Gordon. His journey in cannabis began not in a lab, but as a college student in 1991. A 1992 trip to Amsterdam led to him smuggling back foundational genetics like Skunk 1 and Northern Lights Number 5, sparking a “lifelong journey into cannabis breeding”.

Before founding one of the industry’s biggest genetics companies, Gordon’s path was varied, including stints as a “Buddhist bouncer” and a “pro poker player”. This “against the grain” perspective shaped his approach to the cannabis industry. He founded the Ethos Collective, a consulting company, during Colorado’s “Wild Wild West” cannabis boom. After three successful years, he pivoted to establish Ethos Genetics, driven by a personal passion and a clear vision to “reshape the landscape of cannabis breeding”.

The Team Behind the Brand

While Colin Gordon is the founder and head breeder, the company’s operational powerhouse is COO Riley Breiner. Identified as a “female-run, male-owned company” , Ethos relies on Breiner to oversee the operations of an international seed company that spans six continents. Her journey from casually growing to becoming one of the highest-paid female executives in cannabis is a core part of the modern Ethos story.

Ethos Genetics’ commitment to “raising industry standards” 1 is validated by numerous awards for both the brand and its groundbreaking genetics.Brand & Partner AwardsYearEvent / PublicationAwardRecipientSource(s)2025Autoflower World Cup1st Place – Indica DominantEthos Genetics (for ‘Banana Jealousy Auto’)182022Westword “Best of Denver”Best Seed CompanyEthos Genetics12019High Times Cannabis Cup (OK)1st Place – Best BoothEthos Genetics19N/AHigh Times Cannabis Cup1st Place – Best Hybrid FlowerHappy Valley (using Ethos Genetics)7N/AHigh Times Cannabis Cup1st Place – Best Sativa FlowerHappy Valley (using Ethos Genetics)7Flagship Strain AccoladesCrescendo: 2x High Times Cannabis Cup Winner.22Mandarin Cookies: Named one of the “Top 10 Cannabis Strains of 2018” by High Times Magazine.22 It has also won “multiple concentrate awards”.25

Section 1: Breeding & Philosophy

Q: What is Ethos Genetics’ breeding philosophy? A: Ethos takes a science-based approach to “raise the bar for cannabis quality”. The philosophy is centered on creating “commercial boutique” strains: genetics that deliver connoisseur-level potency and terpenes while also being engineered for commercial-grade performance, structure, vigor, and yield. They work genetics for several generations to ensure stability and fidelity.

Q: What are “Alpha Seeds”? A: “Alpha Seeds” is the name Ethos uses for their feminized seeds, produced using a proprietary technique. This method is designed to cause very little stress to the plants, which “minimizes the risk of hermaphrodite specimens appearing” —a critical factor for both hobby and commercial growers.

Q: What is Ethos’s “homogeneity” goal? A: Founder Colin Gordon has stated that “the future lies in homogeneity”. This is a commitment to creating highly stable, predictable strains that perform exactly as advertised. This vision extends to their significant investment in autoflowers, with the goal of making them “completely indistinguishable from photoperiods” in quality.

Section 2: Seed Types Explained

Q: What is the difference between Regular, Feminized, and Autoflower seeds? A:

Regular Seeds: These are 100% natural and produce approximately 50% male and 50% female plants. They are essential for growers who wish to create their own new strains or hunt for unique parent plants.

Feminized Seeds (Photoperiod): These seeds are bred to produce 99.9% female plants. This is Ethos’s specialty. They remove the guesswork and are ideal for growers focused on flower production. They require a change in the light cycle (to 12/12) to initiate flowering.

Autoflower Seeds (Feminized): These seeds (which Ethos also specializes in ) flower based on age, not a change in the light cycle. They are known for being fast and are great for beginners or growers wanting multiple harvests per season.

Section 3: Germination & Growing

Q: What is the recommended germination method? A: While all seed sales are final , a reliable, industry-standard approach is the paper towel method. Place seeds between damp (not soaking) paper towels and store them in a warm, dark place (like a DVD case or between two plates). The taproot should appear in 24-72 hours.

Q: What is Ethos’s top advice for growing autoflowers? A: For autoflowers, Ethos emphasizes using a highly aerated substrate. Because autos have a finite life, maximizing root growth quickly is critical. Using a medium with ~30% perlite can result in plants up to twice as big as those in dense soil.

Q: What is a good rule for flowering photoperiod plants? A: Ethos has provided a general rule for plants grown from seed: they typically recommend “flipping” the plant to its flowering light cycle (12/12) once its fan leaves have outgrown the diameter of its final pot.

The Ethos philosophy of innovation and quality has been recognized across the industry. See what others are saying about Colin Gordon and the brand’s impact on cannabis.

Featured In: High Times Magazine

“Colin and his crew at ETHOS continue to innovate the cannabis breeding industry with strain after strain of stable varieties that perform exactly as advertised.”

Source: High Times Magazine

Content: A quote featured by Ethos, highlighting the brand’s reputation for innovation and genetic stability.

Podcast: The Dude Grows Show

“KNOW YOUR BREEDER: Colin From Ethos Genetics, Raising The Standards”

Source: The Dude Grows Show

Content: As part of the “Know Your Breeder” series, Colin Gordon joins the show for a 1-hour 35-minute discussion on his breeding philosophy, stabilizing genes, and raising industry standards.

[Listen to the full episode here]

Podcast: The Adam Dunn Show

“The Evolution of Cannabis Breeding w/Colin Gordon from Ethos Genetics”

Source: The Adam Dunn Show

Content: A long-form interview (1 hour, 53 minutes) digging deep into the modern history of cannabis breeding and genetic evolution with the Ethos founder.

[Listen to the full episode here]

Featured In: Hemp Connoisseur Magazine

“This candid interview illuminates why Colin intentionally goes against the grain: he wants to change the ethos of cannabis.”

Source: Hemp Connoisseur Magazine

Content: A feature interview detailing Colin Gordon’s journey from “Buddhist bouncer to pro poker player to founding one of the biggest genetics companies in cannabis”.

Podcast: CannaCon Radio

“Episode 25: an interview with Colin Gordon”

Source: CannaCon Radio

Content: A “groovy session” recorded live from Seattle , where Colin discusses his background in poker, entrepreneurship, and the business of scaling a genetics company “from -$1,100 to $150 million and beyond”.

[Listen to the session here]