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.

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