The paradox of coolhunting is that once something becomes so popular, no one wants in anymore and it moves on to something else. Because that item has been popular for so long it eventually becomes boring. People want something new and refreshing instead of what everyone else is wearing/doing. Baysie, Dee Dee, and other coolhunters are like the Lewis and Clark of cool because they are taking a chance on products they think will become a big hit. Lewis and Clark took a big chance going into uncharted territory- and they ended up finding valuable property. Coolhunters are never sure if what they have found will become popular- its a 50/50 chance.
The 3 Rules of Cool:
1) You can't make something cool over night, it takes time for people to think something is cool
2) Cool things can't be manufactured, what the majority of people wear is what people observe as cool.
3) You have to be aware and in the loop of cool, to know what is counted as cool.
-- Sami & Alexis !
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