Cool is such a subjective notion, I can’t even define let alone quantify it.
Dazed Digital however, are more diligent than I. The online incarnation of Dazed and Confused Magazine conducted a poll asking readers to vote for their favourite/coolest brands and surprise surprise guess who won?
It may be a little self serving to be a nominee in a survey you’re conducting, but I won’t begrudge Dazed their win, they’re the first publication I ever thought was cool. It’s interesting that websites such as You Tube and Wikipedia are sprinkled in amongst print publishing such as Vogue and The Guardian. A changing of the guard?
The Top 50 Brands are as follows:
Dazed & Confused
Vivienne Westwood
American Apparel
Comme Des Garcons
Levi’s
Tate Modern
Alexander McQueen
Oliver Goldsmith
Urban Outfitters
Ray Ban
Converse All Stars
Vans
You Tube
Wikipedia
M.A.C
Beyond Retro
Topshop
The Guardian
Google
Pop
Vogue
Chanel
Facebook
Uniqlo
Last.fm
H&M
Stella McCartney
ICA
Tom Ford
Prada
Flickr
Christian Louboutin
Hermes
Paul Smith
Adidas
Burberry
Onitsuka Tiger
Nike
Design Museum
Dr. Martens
Diesel
Stussy
Fred Perry
Barbican
Zara
Tatty Devine
A Bathing Ape
Issey Miyake
Net-A-Porter
Creative Review
