I love this.

The story of Vice, the trajectory that the brand has been on, has basically been the story of cool. In the idea of cool, indeed in its very nature, is the idea of impermanence. Cool is not presupposed or inherited; it’s earned. Things must become cool. Stasis is fundamentally uncool, only change can generated new trends, new preferences, new fashions.
Vice Media made a big, dumb bet on staying cool
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Nick Hilton
Dana DuBois
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May 11, 2023
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I love this.
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Written by Dana DuBois8.9K Followers
·713 Following
Publisher for Pink Hair & Pronouns, Three Imaginary Girls & genXy. Boost nominator. I'm a GenX word nerd living in the PNW with a lot of little words to share.
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