As somebody else said in an earlier post, if it tries to be cool….like Ferrari with the hideous merchandising then it is not cool.
Cool is not about objects as such but about how these objects are used….effortless and laid back is cool.
When i see another middle aged, perma-tanned, jewellery clad, sunglasses wearing Ferrari driver in his showroom shiny car i dont think he looks cool….he looks like he’s having a mid-life crisis….
…however, take the same model Ferrari but one that looks like it hasnt been washed in months, put the driver in less flashy attire and have the Ferrari park at the local supermarket while the owner nips in for some shopping and you have a cool Ferrari….even better if on close inspection there are some kerb marks on the alloys or a few car park scratches.
Similar story for Ducati….the bikes themselves are cool but ruined by the tw*ts who kit themselves out from head to toe in Ducati gear and matching leathers to go for a ride about 6 times a year on said bike….cool Ducatis are when you spin round because you hear that awesome engine note and are met with a slightly ratty example carrying its patina with pride, the rider should also be wearing jeans for maximum effect.
People who name drop brands into conversation are instantly uncool and sadly the brand they have just name checked slowly becomes less cool as more and more bores bang on about said brand….Apple for example.
Nice products but the following that Apple has is cringeworthy…instantly uncool and as somebody else said, very rarely will an iphone owner ask if you’ve seen their phone if they’ve mislaid it….it will always be “has anybody seen my iphone?”