Now - Yeti as a brand is cool. We all know this.
We know Fat as a brand is/was cool.
Pace? Yes, pretty cool.
Come on people put your sensible hats back on...
IMHO Yeti as a brand is not cool, expensive and exclusive does not make something cool. Yeti as a brand are beautifully made (sometimes) and historically important but NOT COOL. Fat are they cool, maybe. I agree PACE are cool but this may be down to simply the Britishness of the brand in an American dominated market
Is Ferrari Cool. Do you think being dressed head to toe in Ferrari gear makes you look cool. Answer = Nope you will look like a twat. They are however pinnacles of automotive engineering and excellence so why do you end up looking like a twat?
Is a BMW 5 Series or even a M3 Cool - nope. Excellent car though with top notch dealer services
Alfa Romeo - Cool - Damn right, BUT unreliable and even worse dealers (I know as I've owned 2 of them)
Aesthetic Cool cannot be manufactured it has nothing to do with Exclusivity or Expense. GT's are cool, they were the dogs balls back in 1982 when I had to make do with a Team Murray but lusted after a GT Pro. They remained the dogs balls in the early 90's when Xizangs, Psyclones and Zaskars were lusted after at many LBS. Often being caressed by hundreds of teenage hands every week, dreaming of somehow persuading Mam or Dad to buy them one for Xmas. The Coolness continued with the RTS and LTS and even the STS's later on. I agree they lost the plot after that BUT by owning ANY GT when such bikes were at their height was COOL. The Brand name GT in itself oozed COOL. Turner and Long are legends, Ray, Carter and our own Peaty have been part of the Team. Whats not cool about that??
This is Retrobike, and anyone who can say that GT's weren't cool during these times is imply IMHO on another planet.