About a week later, Karchmer rang to say that Kaiser was offering her a percentage of the company to help them rebuild the brand "authentically" and have a "Latina" owner, according to Plascencia.
Their offer, she said, was less than 1%.
It was insulting, Plascencia said. At that point, she said, she decided there was no helping the company. She and her friend Savina Monet, a 25-year-old graphic designer, started digging deeper into La Chingona. Part of the effort, Plascencia said, was to counter any idea pushed by Kaiser that she was motivated by financial gain.
"I told her that her behavior could get her sued and I was going to discuss with my lawyer," said Kaiser in a text message to the Los Angeles Times. "I always from day #1 felt this was 100% extortion."
Plascencia said that was untrue. She never wanted anything from the company, she said. She just wanted the public to know the truth.
"We really started to double-down on screenshots, email communication, just to show that we were not intending ill harm and we were not trying to get any financial gain," Monet said. "We were just two offended Latinas who did not want to let this ... slip in the cannabis industry."
The two millennial social media experts launched an Instagram boycott accusing the company of cultural appropriation.
Plascencia and Monet encouraged fellow marijuana users to urge dispensaries to take La Chingona products off their shelves. Within days, about a dozen dispensaries canceled their orders.
"It was unbelievable," Kaiser said. "She created a mob, and the mob didn't want to listen to anything ... they pretty much destroyed what was a really cool brand and company for no real reason that I can understand."
For the first time, Kaiser publicly confessed that the Del Rosario sisters were made up: "I apologize to those who felt misled and I wanted to take the time to clear up and explain the origins and ideals behind the brand, the company and myself," he said on La Chingona's Instagram page.
Days later, Kaiser declared that he was shuttering the brand, although he hopes to revive it.
"Did I ever feel that I was culturally appropriating? Never," Kaiser said. And "who is Susie Plascencia to be the arbiter of culture?"
Plascencia has an answer for that: "I am a real Chingona, and this is what we do." ___ Distributed by Tribune Content Agency, LLC.