Section 01
Why 4/20 actually matters
April 20 became cannabis shorthand in the 1970s through a group of California high school students, the Waldos, who met at 4:20 PM to smoke. The code spread through the Grateful Dead community, then into High Times magazine in the 1990s, and became the global cannabis holiday by 2000. Today it is the day cultivators launch new strains, brands time limited releases, and dispensaries put their sharpest annual pricing on the shelf.
