
In 1994, advertising executive Donald Rifkin came up with a new installment for Coca-Cola's "Obey Your Thirst" campaign, designed to promote the company's sparkling lemon-lime beverage Sprite. In the commercial, a young white teen with an unfortunate center-part haircut wrestles with one of life's eternal questions: "what is cool?" As he stands at a city intersection, our narrator considers the various identities he can adopt to boost his social standing — hip hop head, defiant skater, or entitled prep ("now that is not cool," he quickly surmises of the third). By the end of the 30-second advert, he still has not chosen an identity, but Coca Cola assures us that he can at least give his mind a rest by selecting the one reliably cool drink, Sprite.
When this commercial aired, countless corporations were already clamoring to co-opt street culture as a way to gain street credibility and reach new markets. In the decade prior, companies such as Philips, Atari, McDonald's, Hershey's, and Mountain Dew aired hip hop themed advertisements, which featured breakdancers popping and locking to sell everything from egg sandwiches to chiropractic services. Following the success of Jane Fonda's at-home workout videos, many companies also tried selling breakdancing videos to teach people how they can top rock, windmill, flare, float, and freeze. By the mid-90s, breakdancing was so thoroughly co-opted by the Suits, it was considered uncool in the streets, and a new dance movement emerged called freestyling.
It was also around this time when streetwear became legitimized as a fashion market. To be sure, street and youth culture have long existed. Since the end of the Second World War, young people in Britain and the United States have expressed themselves as beats, beatniks, bobby soxers, modernists, mods, hippies, bohemians, surfers, skaters, punks, and rockers. During mid-1940s Britain, ex-Guards officers, many of them gay, ordered fanciful Edwardian suits from their Savile Row tailors as a reaction to demob dreariness. These suits were defined by their long, flared skirt, turnback cuffs, and tight, drainpipe trousers. At the time, this New Edwardian style was fashionable in posh gay circles, having been championed by society photographer Cecil Beaton and the dandy couturier Bunny Roger. Savile Row tailors were all too happy to promote the look, as doing so helped fill their ledgers with orders.
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