When we think ‘stoner’, we rarely picture a female – but legalisation in the US is turning the tide on weed culture. An increasing number of women are now ‘out’ about their toking habit and some are getting into the industry, suggesting that when it comes to cannabis, the future might just be female.

With a slick, minimal aesthetic, MedMen’s approach to selling marijuana has drawn comparisons to mega-brands Apple and Starbucks. By creating a welcoming brick-and-mortar space, it’s hoping to normalize cannabis use – not just for stoners and those who need it medically, but for the masses.

As the legalization movement has destigmatized marijuana use across the US, weed-centric start-ups, lifestyle brands, and media companies have flourished. And while cannabis culture is nothing new, the modern iteration of it, which incorporates health and a high-end aesthetic, certainly is.

Instagram influencers say they are increasingly faking it, saying the credit they get for 'flexing' brings them the kind of kudos that gives them greater credibility. The rise in those faking it for the 'Gram shows how 'selling out' has now become a status symbol, instead of something to be derided.