So cool – what is? And what isn’t?

There is always some kind of cool. Different things may be cool at any time – platforms, sequins, curtains (the hair style) – but it seems that being cool is timeless; something you have, or you don’t. There have always been people known as being cooler than others, even if the requisites have changed. The term does have ambiguity in its applications, meaning any number of things: moderately cold; comfortable; uninterested; calm; fantastic; or adept – which may be why it can be difficult to pin down and apply. There is no clear meaning behind the word, because it is such a subjective concept. It has been described as ‘an aesthetic of attitude, behavior, appearance, style and zeitgeist’, but these components are also subjective when applied to a person. It is difficult to say one attitude is appealing and another is not, just as it is difficult to understand why one appearance is more acceptable.

Samuel L Jackson is nicknamed ‘Mr Cool’, but it is not hugely clear for what reason. He seemingly does not understand either, once saying: “I was a square for so long and it totally amazes me that people think I am cool”. It may be that his popularity stems from his performance in Pulp Fiction, for which he was once voted second of the ‘coolest movie characters of all time’. The character’s cool is easier to pin down – he is callous, cold and unemotional. A lack of emotion, though, does not secure the status. Jack Nicholson, famous for his emotional outbursts, both as an actor and a person, has also always been synonymous with the word. One interviewer once compared him to Henry Winkler’s character Arthur ‘The Fonz’ Fonzarelli, saying Nicholson made ‘The Fonz’ look more akin to Potsie when it came to ‘cool’. Apparently it is still possible to be cool without being reserved.

NME magazine places some importance on noting what is cool and what isn’t, creating a list of ‘the coolest people in music’. It does, however, tend to be made up of those who have only been well-known recently, suggesting that cool is something you can only be for a short period of time. There are hugely differing versions of cool, based on relevance, attitude, appearance and even self-promotion. For many people, it may be a relief that it is subjective, as it means anyone can be cool, depending on who is applying the term. One seemingly universal tip, however, is that cool should be effortless – one of the least cool things to do is to try to be cool. But if you know that, how do you avoid trying not to be cool just so you can be cool?

Its existential nature means it can not be achieved as easily as it can physically, with the help of a personal fan or portable air conditioner, and it can also be something easily lost. The fact that it changes so quickly can also be a blessing to many. There are those who stay cool though, and the rest of the world must simply look on and wish they could be too. Daniel Collins writes on a number of topics on behalf of a digital marketing agency and a variety of clients. As such, this article is to be considered a professional piece with business interests in mind.