- Cool Hunting and Trend Hunting isn’t the search for what’s popular. It is the search for what’s NOT popular – yet. In fact, cool hunters and industry professionals typically refer to cool as the NEXT big thing. Once trends becomes mainstream, the novelty and appeal is lost. As a result, you must seek inspiration from the fringe. This means exposing yourself to the extremes of luxury, bizarre and excess. By construct, this means micro-trends have a lower probability of becoming mainstream. However, the purpose is to build a composite of trends for inspiration.

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