Riveting personal accounts from the epicentre of three seminal hip movements across two decades from the fall of the Berlin Wall are woven into an intricate and compelling analysis of what it means to be �ber cool. Ride the hip circuit, from knitting parties in urban dead-zones to backstage at MTV, from concept stores at the leading edge to front row at Fashion Week, from street markets and ephemeral underground club nights strictly for the initiated to the corporate boardroom. Gain unprecedented access to the elusive scenesters and opinion formers - the ones dictating the trends we all eventually buy into... just remember that by the time you've finished reading, they've moved on. An essential read for marketers wishing to stay at the vanguard, a seminal textbook for students on marketing, media and fashion courses and an enlightening story for anyone with an interest in the phenomena at the heart of contemporary culture.'A must-read.' Antal Adam, Global Head of Corporate Communications, Dr.Hauschka Skin Care;'Sure to become a reference in years to come.' Jerry Bouthier, DJ (Vivienne Westwood, Kitsun�, Ponystep / BoomBox);'Highly recommended.' Sasha Savic, Chief Commercial Officer, Havas Media North America; www.thefirsttoknow.info

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