MR PORTER Have you got what it takes to be cool?

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From: MR PORTER The Journal - Wednesday Aug 13, 2025 10:04 pm
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HOW TO BE COOL
Words by Jim Merrett
What’s cooler than being cool? A six-point check list by academics specialising in marketing and consumer behaviour probably isn’t the answer you expected. But that hasn’t stopped the experts from trying to define the undefinable and quantify cool. After questioning nearly 6,000 respondents from 12 countries – including those beyond Western influence – they’ve drawn up six qualities as a gauge of coolness. And if you ain’t got them, then you ain’t got it.
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