Fundamentals of Cool

“They’re so cool” –  what does that even mean? (..it’s provocative, it gets the people going..)

There’s obviously more to “cool” than being downtown with a leather jacket. Think about it, the concept of what’s cool has to do with what we respect as a species. Humans are funny, we like mystery.

When someone keeps calm when things get hectic or if they’re not-loud in situations when the opposite is expected, we’re intrigued – “they kept their cool.” 

Sorry in advance if you catch a stray here buuut.. when people on IG (you know the type, “PiCs Or iT nEvEr HaPpEnEd” / “pHoNe EaTs FiRsT”) base their whole life around image upkeep.. that’s not what we call cool.

Some reminders:

– Being popular WON’T make you cool.

- Being a contrarian WON’T make you cool.

– Having nice things WON’T make you cool. 

Posting “I highly recommend [insert cliche restaurant], the decor was beautiful!” with a photo of you in said restaurant WON’T make you cool.

“But they’re going out to nice places and have a following – they MUST be cool!”

Look, we all know you only posted that to be relevant. Why even bring up the decor? Do you care about interior design or was that a lazy excuse to post a photo of your new lip fillers?

Here’s the kicker: The more you chase cool, the further away from it you get.

People who are actually cool don’t care to flex. You don’t hear about them because they’re not looking for validation, they’re genuine in what they’re doing.

Cool is not an identity. You don’t chase it, it’s something you are. Don't be the loudest in the room, do things to impress yourself – that’s the cool stuff.

Your founders,

Mishka + Nikhil