WHAT IS “COOL”? THE ANATOMY OF AN ATTITUDE, A PERCEPTION, AND A TIMELESS ALLURE A JOURNEY INTO THE "COOL" PHENOMENON: A SPELL BEYOND WORDS

Sometimes we describe a melody, a movie character, or even the stance of a brand as “cool.” It’s a word that sits easily on the tip of our tongue, one we use often but when we try to define it, it slips right through our grasp. This magical term is, in fact, one of the most intriguing cultural and psychological riddles of modern society. More