From a TV programme on Channel 4 Education this morning...
"Why do I have to buy my self-esteem back from these companies?"
...asks a guy who is about to burn tens of thousands of pounds worth of labelled clothing, sneakers, sunglasses, stereo etc... and is paying for an industrial designer to re-box his Mac so that people will not know what it is... why because he says every since he was a teenager he has created an image and and acceptance for himself through the wearing of labels... why for example, he asks do people come up to him when he gets his computer out as if they knew him and where friends just because they use the same computer?... Why does owning something make you acceptable or approachable for others?
"it allows the wannabes to see what they can't be!"
...says the owner of an exclusive "rich boys and beautiful girls" club... he describes the club as a "celebration of money"... The people at the club say with one voice that the club is "cool", it seems in the marketing, consumer obsessed world "cool" has become something you can own and apply to yourself if, and only if you have the financial means to do so. A group of "sneaker freaks" is followed queuing to buy a limited edition trainer and the way they obsess about having to have a pair (no different to stamp collectors having to get a limited edition "first day cover" IMHO!)... Coolness is a way of excluding others, setting yourself "above" others for some.
...not only is this very, very sad... but for me, it completely misses the point... coolness has always been about creativity and confidence, the willingness to stand out from the sheep, the crowd and do/wear/be things that challenge the "norm". Coolness is about a willingness to be who you really are and to do what you feel is you regardless... Martin, the maker of the film in the end agrees, he finds a surfer who for him embodies what "cool" is really about...
"He has a punky nonchalance - aggressively pursuing his own passion and dream - ... and he couldn't give a hoot if anyone is following him or not - girls want to shag him, boys want to be him, magazines want to take photographs of him, he'll probably make a lot of money etc. but I suspect if all of that disappeared he'd be out there following his dream regardless!"
"the funny thing is that real cool people don't care about being cool"
The Search For Cool
It's something people strive to be and if you could bottle it, you would. But what really is 'cool'? In The Search For Cool, advertising man Martin Cole is on a mission – he's going on a journey across Britain in search of the meaning of 'cool'.
In his line of work, Martin travels the world observing and predicting trends. And more and more, the companies he's working for are all after the same thing. They want to know what's cool and they want to use that knowledge to make their products cool.
On his quest in search of 'cool', Martin visits skateboarders in Edinburgh, 'grime kids' in London and a man who is about to burn every single branded item he owns. He meets up-and-coming indie band Larakin Love, who have just signed to a major record label, and Leeds band The Ivories, who have decided to stay independent and underground.
Martin looks at the role fashion plays in dictating 'cool'. He visits a group of sneaker obsessives on the hunt for ever more exclusive trainers and explores the enduring coolness of the retail phenomenon, Top Shop. Martin also examines the financial gains to be made from understanding what's cool. He meets the advertising men who spend their lives trying to make brands appear cool and looks at the re-invention of Honda as a 'cool' brand.
But is this obsession with consumerism all it takes to be cool? Or is it something more simplistic like being a surfer who lives his life simply in search of the perfect wave?
Produced for Channel 4 by Raw TV.
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