coolhunt - from The New Yorker March 17, 1997 ANNALS OF...

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from The New Yorker March 17, 1997 ANNALS OF STYLE The Coolhunt Who decides what's cool? Certain kids in certain places-- and only the coolhunters know who they are. by Malcolm Gladwell 1. Baysie Wightman met DeeDee Gordon, appropriately enough, on a coolhunt. It was 1992. Baysie was a big shot for Converse, and DeeDee, who was barely twenty-one, was running a very cool boutique called Placid Planet, on Newbury Street in Boston. Baysie came in with a camera crew-one she often used when she was coolhunting-and said, "I've been watching your store, I've seen you, I've heard you know what's up," because it was Baysie's job at Converse to find people who knew what was up and she thought DeeDee was one of those people. DeeDee says that she responded with reserve-that "I was like, 'Whatever' "-but Baysie said that if DeeDee ever wanted to come and work at Converse she should just call, and nine months later DeeDee called. This was about the time the cool kids had decided they didn't want the hundred-and-twenty- five- dollar basketball sneaker with seventeen different kinds of high-technology materials and colors and air-cushioned heels anymore. They wanted simplicity and authenticity, and Baysie picked up on that. She brought back the Converse One Star, which was a vulcanized, suède, low-top classic old-school sneaker from the nineteen-seventies, and, sure enough, the One Star quickly became the signature shoe of the retro era. Remember what Kurt Cobain was wearing in the famous picture of him lying dead on the ground after committing suicide? Black Converse One Stars. DeeDee's big score was calling the sandal craze. She had been out in Los Angeles and had kept seeing the white teen-age girls dressing up like cholos, Mexican gangsters, in tight white tank tops known as "wife beaters," with a bra strap hanging out, and long shorts and tube socks and shower sandals. DeeDee recalls, "I'm like, 'I'm telling you, Baysie, this is going to hit. There are just too many people wearing it. We have to make a shower sandal.' " So Baysie, DeeDee, and a designer came up with the idea of making a retro sneaker-sandal, cutting the back off the One Star and putting a thick outsole on it. It was huge, and, amazingly, it's still huge. Today, Baysie works for Reebok as general- merchandise manager-part of the team trying to return Reebok to the position it enjoyed in the mid- nineteen-eighties as the country's hottest sneaker company. DeeDee works for an advertising agency in Del Mar called Lambesis, where she puts out a quarterly tip sheet called the L Report on what the cool kids in major American cities are thinking and doing and buying. Baysie and DeeDee are best friends. They talk on the
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phone all the time. They get together whenever Baysie is in L.A. (DeeDee: "It's, like, how many times can you drive past O. J. Simpson's house?"), and between them they can talk for hours about the art of the coolhunt. They're the Lewis and Clark
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This note was uploaded on 04/11/2011 for the course WCOB 2023 taught by Professor Billthompson during the Spring '07 term at Arkansas.

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coolhunt - from The New Yorker March 17, 1997 ANNALS OF...

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