The Journal of Cool began as a nagging feeling more than anything else. A feeling that we had lost our ability to see through the noise of corporate marketing campaigns, leaving us to believe that what was defining us was really being defined by them. What we see on MTV or what is sold on the newsstands is cool only by virtue of the expense accounts of those behind the brand. The merit of a product, an artist, a cause or a trend is no longer grounded in logic, but in the media system which promotes it.
Simply stated, the Journal of Cool wants to re-define what merits your attention.
We will present you with popular culture that is worthy of taking note. We know what fashion trends are worth following or skipping, and what products are a waste of your time. We will give you the insider details about the shows to check out, and what news you should be following.
How do we know? Simple. We have the underground edge on what is really cool because we’re not listening to what big business tells us. We’re looking to each other on the streets for creative ideas, and we’re doing our homework to highlight those things which fly under the mainstream radar, or are confused in its spotlight.
We know that economic crisis or not, our capitalist system will continue to dig its hooks into our wallets, our minds and tug at the strings of our identity. The Journal of Cool wants to make it easy for you to get a fresh, global perspective on the world. The Journal of Cool wants to share its own little piece of cool with you.
We look forward to the beginning of a beautiful friendship!
Cheers,
The JoC Team
