Cool means to find something new and different, and show this “being different” with confidence. These ‘cool’ people have to be enthusiastic and inspire other people to follow their trends. Only this way, something will become popular and ‘cool’, which is, sadly, when the ‘cool’ is actually destroyed.

Cool came to Europe in the late 60s early 70s. Europeans were inspired by rock music and the hippy movement that was discovered in the early 1970s. Anything that came from America was considered new, rebellious, and cool

What was considered cool?

The Woodstock festival of 1969

o Introduced the trend of cowboy boots and long hair and a passion for living outdoors

The Hippy Movement that started in America

o Made road trips with RVs and protests against nuclear power plants something that was considered ‘cool’

Legendary world cup 1970

o Especially Italy-Germany and Brazil-Italy are remembered as some of the most inspiring and therefore cool games in history

The Harlem Globetrotters (world famous exhibition basketball team) came to Italy in 1972

o It was the coolest event of the year, and everyone who was an early adopter was there.

When did European teenagers become aware of cool?

Europeans, especially in Germany and Italy, first became aware of the conept of cool when the jazz and rock movement came from the U.S.. Concerts of famous artists like Neil Young and Bob Dylan first brought the ‘modern’ fashion to Europe.

My father was inspired by the rock music when he was 12 to 13. Having an uncle in the United States, he was the first in his school to have Converse All Stars. This was considered ‘ultimately’ cool.


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