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Starting in the 1990s and continuing into the 21st century, the concept of dressing cool went out of the minority and into the mainstream culture, making dressing “cool” a dominant ideology.

Cool entered the mainstream because those Hippie “rebels” of the late 1960s were now senior executives of business sectors and of the fashion industry.

Since they grew up with “cool” and maintained the same values, they knew its rules and thus knew how to accurately market and produce such clothing.

However, once “cool” became the dominant ideology in the 21st century its definition changed to not one of rebellion but of one attempting to hide their insecurities in a confident manner.