The other day, an acquaintance, in his mid-fifties, showed off his new car: a Jaguar F-Type Convertible. Now, the F-Type is by no means as iconic as the legendary E-Type, but it is a Jaguar nonetheless – and thus at least halfway cool. If it hadn't been for the mistake of proudly mentioning the sound module: a kind of electronic generator that allows you to artificially amplify the engine sound with a switch to impress the astonished onlookers. My acquaintance thought himself and his new car were super cool. I, however, think it's a silly toy that immediately reveals how much one tries to stand out and make an impression – totally embarrassing. If you try too hard to be cool, you simply aren't.
Even if it's hard to explain, coolness is quite easy to recognize: It's the irresistible blend of distance and presence, of nonchalance and casualness. True coolness acts like slow motion: unforced, never rushed, always with a subtle yet clear self-evidence – enriched by a finely dosed, restrained portion of feeling and melancholy. A combination of qualities that make a person as interesting as they are attractive.
The term "cool" is older than one might think. In English, it initially meant nothing more than calm or composed. "Keep a cool head" was for a long time the main meaning. However, when jazz clubs emerged in Harlem in the 1940s, "Cool Jazz" stood for a new kind of music: passionate but controlled, expressive but never effusive. Coolness was the art of stylized emotion. From there, the term moved into pop culture. First James Dean, Elvis Presley, and Marlon Brando, later Beat, Punk, and Hip-Hop – from Iggy Pop and Patti Smith to today's street-style icons, every youth culture has redefined coolness.
Today, coolness is a global code. An international study in twelve countries – in Asia, the USA, and Europe – recently came to an astonishing conclusion: people considered cool share the same characteristics all over the world. They are extroverted, hedonistic, powerful, adventurous, open, and autonomous. What is surprising is less the list itself than the cultural agreement. Whether in Tokyo, New York, or Berlin – the codes of coolness remain the same.
But why do we all want to be cool? Quite simply: coolness is a social currency. Those who are cool set trends, not the other way around. In youth, it often serves as a shield – one shows distance so as not to appear vulnerable. In adulthood, it becomes a distinguishing feature, a subtle signal that one doesn't go with the flow but maintains attitude and independence. Can coolness be learned? Yes and no. On the one hand, it is closely linked to authenticity, because those who try too hard achieve the opposite. "Try hard" is simply uncool. On the other hand, certain codes can indeed be observed, practiced, or imitated – from body language to clothing to specific language patterns. The only question is: Does the facade deliver what it promises? Felix Krull sends his regards.
Coolness is a kind of performative authenticity: one certainly shows who and what one is, but remains sovereign in doing so. One doesn't explain why one acts in one way or another. Cool people break rules – but only to the extent that it is admired and not despised.
Coolness functions as a code without words. You recognize it in fashion – as understatement without showiness, often deliberately imperfect: worn sneakers, old leather jackets, vintage shirts. Coolness is also visible in body language: as an attitude that leaves room, never too fast, never too loud. In language, it expresses itself through fine irony, through pauses, through understatement in tone. And even in lifestyle, coolness manifests as an attitude that maintains the balance between belonging and nonconformity. Hedonism yes, but not as excess – but as enjoyment without the need for explanation.
And, of course, perfumes can also convey the "codes of coolness." It's not about being pleasing or mainstream, but about showing personality: subtle, casual, and sometimes even edgy. Cool fragrances don't scream; they make a statement that works per se – urban or indulgent, powerful with a rough edge or full of adventurous spirit; playful or elegant, clean or sophisticated, and often avant-garde and artificial. Not just an accessory that you spray on, but an expression of personality, attitude, and autonomy.
Perhaps that's why coolness is so coveted – because you can't buy it. Not even with the most expensive perfume. Because nothing is less cool than obviously trying to be cool.
