The Cool Hunters

This article is interesting because I think the author expected to find different results than what he did. When he started the writing I think he thought that cool hunting would be more of a science and that he could learn how to do it himself. After talking to DeeDee and Baysie I think that he realized that finding these new trends is more of an instinct or an art form. He wrote that he expected to be able to write an encyclopedia on cool before he started this research. Then he stated how he thought cool was more of a moment to moment thing, which I believe is true. I also believe there are many forms of cool, he only really covers what DeeDee and Baysie see as cool. They were looking for the trends that Reebok would have been interested in but I think that he should have stated that they don't define cool. The people define cool and not all people are in the demographic that Reebok is interested in.