Publisher's Synopsis
And then there is the whimsical nature of being Cool: The arbiters of taste and style are so eager to pronounce something Cool, that something immediately becomes uncool as the masses rush to adopt it, in order to be Cool first. Something or someone can be so In” they quickly become So Five Minutes Ago” before spiraling downward to Out.” And then, like nerds and bell-bottoms, something can be so Out”, it’s In.” (That’s cool.)
Taylor details the history of Cool, spotlighting its current manifestations. She charts the evolution of Cool from the sidewalks to the boardrooms, separating who creates cool from who merely markets it.