The Conquest of Cool

This book explores the unexpected connections between youth counterculture and commercial interests in the 1960s, particularly through advertising and fashion. The Conquest of Cool reveals these dynamics.

In The Conquest of Cool, the author delves into the vibrant youth counterculture of the 1960s, revealing how it was not only a grassroots movement but also significantly influenced by unexpected allies. Among these allies were the advertising industry and the men’s clothing sector, which played pivotal roles in shaping and promoting the ideals of defiance and rebellion that characterized the era. This exploration uncovers how the advertising industry, which previously celebrated traditional family values and idealized images of American life in the 1950s, underwent a radical transformation during the 'creative revolution' of the 60s. The industry began to embrace and promote a message of youthfulness that celebrated rebellion against the status quo.

The narrative further examines the men’s clothing industry, which historically adhered to conservative styles and conventions. As the 1960s unfolded, this sector began to reject its own rigid traditions, recognizing that the burgeoning youth culture could serve as a powerful symbol for a new, colorful fashion landscape. The book illustrates how brands became tools for expressing rule-breaking and individuality, effectively co-opting the very dissent they once resisted. This shift laid the groundwork for the modern commercial culture we see today, where dissident styles are often embraced by mainstream brands.

The Conquest of Cool aims to fill a gap in the literature on this transformative period, offering a detailed analysis of how the intersections between youth culture and commercial interests shaped the aesthetic and social fabric of the 1960s. By examining these dynamics, the author provides a fresh perspective on a decade that continues to resonate in contemporary society.