4/20 Roundup: How Brands Are Marking Marijuana's Increasingly Mainstream Holiday

From safe rides with Lyft to trippy tips for pot(ting soil)

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The origin story has gone from urban legend to the Oxford dictionary: A group of high school stoners in Northern California in the ’70s birthed the concept of 4/20, and their friendship with the Grateful Dead helped turn an afternoon burnout activity into a legitimate (though illicit at the time) movement.

Now 4/20 is an unofficial national holiday, gathering steam as states across the country continue to legalize marijuana for recreational sales.

There aren’t any Hallmark cards to commemorate it (yet) but there are plenty of ways to celebrate, from the High Times Cannabis Cup (in suburban Los Angeles) to the Mile High Block Party and Snoop Dogg’s Wellness Retreat (Denver) to far too many Cheech & Chong movie marathons to count.



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