'Very refreshing… A must-read for everybody who is fed up with LOHAS socio-demography and wants practical insight.'

Antal Adam, Global Head of Corporate Communications, Dr.Hauschka Skin Care

'Lida Hujić manages the impossible by delivering a precise study of the cool. A labour of love sure to become a reference in years to come.'

Jerry Bouthier, DJ (Vivienne Westwood, Kitsuné, Ponystep/BoomBox)

'Elegantly written by someone who was a participant, a witness and a trailblazer. Highly recommended.'

Sasha Savic, CEO, MediaCom USA