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

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

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.