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References to getting ripped at 4:20 p.m. and celebrating April 20 as a wake-and-bake holiday used to be strictly insider talk, exchanged with a knowing wink between hardcore cannabis fans.
But there’s been a massive shift in the 50 years since the concept first sprang up among a group of Northern California teenagers: It’s not coded language anymore, it’s a pop cultural touchstone. Grocery store products, fast food chains, iconic sneaker makers and other mainstream brands are latching onto the unofficial celebration of all things weed.