That is SOOO cool!!

I would train the cool hunter to look for brand names and mooks. It seems to me that brand names seem to dominate the clothing trends in the school, as people tend to wear items that may be simple and plain enough except for the tell-tale label. That label sets that garment apart as one that must cost at least triple what a similar shirt without the label would cost. Many of the males in this school exemplify the attitudes depicted by a mook: they are crude, brash and just plain gross. You can see them mixing gross concoctions from the remains of others’ lunches, daring each other to drink them. These sorts of revolting habits or games are what a mook enjoys, and many of the boys at this school seem fascinated with such concepts. Many are also lewd and sexually suggestive. The teens at this school follow the trends of brand names and logos, and many even get knock-offs of those popular or trendy objects. Cool hunters do, in a sense, engage in a self-fulfilling prophecy. They give the teens they select money, information and attention, which will cause these teens to gain popularity. So, instead of a cool hunter finding the trendsetter, they are essentially creating a trend setter, someone who has gained popularity by garnering attention from media related persons. Moreover, cool hunting seems to be a bit overrated, for what may be popular or trendy in one area, may be seen as completely repulsive in another. How can one say that such-and-such a product is cool, popular and trendy based on a small sample size? And also, as the Merchants of Cool mentioned, when a thing thought of as cool is advertised and advocated, the media radar or deflection that many teens have (the dislike for things that are heavily advertised) causes what the cool hunters find as cool to turn, consequentially, un-cool. So the concept of cool hunting, of finding what can be marketed for a large profit, is not so great because the very thing that is cool becomes unpopular, as if people have gotten too much of it, an overdose, if you will.