Cool and the Counterculture: 1960–79

James Dean
"In the 1960s and 1970s, to be cool was to be antiauthoritarian and open to new ideas from young cultural leaders in rock and roll, journalism, film, and African American culture. Cool was a badge of opposition to 'the System,' by turns a reference to the police, the government, the military-industrial complex, or traditional morality. Using drugs such as marijuana or even LSD was an indicator of risk taking and expanding one’s consciousness; not experimenting with drugs suggested a fear of opening one’s mind or perspective, of being 'uptight' or 'square.' The same was true of sexual exploration, social protest, and ethnic politics. The aesthetic of stylized understatement still held power, yet cool itself morphed under the era’s social upheavals."
Cool and the Counterculture: 1960–79
Defining cool, from Walt Whitman and James Dean to Steve Jobs and Tony Hawk