1945–1960 in Western fashion
Young adults returning to college under the G.I. Bill adopted an unpretentious, functional wardrobe, and continued to wear blue jeans with shirts and pullovers for general informal wear after leaving school. Jack Kerouac introduced the phrase "Beat Generation" in 1948, generalizing from his social circle to characterize the underground, anti-conformist youth gathering in New York at that time. The term "beatnik" was coined by Herb Caen of the "San Francisco Chronicle" in 1958, and the stereotypical "beat" look of sunglasses, berets, black turtlenecks, and unadorned dark clothing provided another fashion alternative for youths of both sexes, encouraged by the marketing specialists of Madison Avenue.
The Love Generation
The Love Generation was founded by brothers John Bahler and Tom Bahler. The group was active from 1967 to 1969. John and Tom were vocalists in the Imperial Records stable; they were part of the Ron Hicklin Singers. Two of the songs from The Love Generation — "Together (Havin' a Ball)" and "Let the Good Times In" — were used in the pilot episode of "The Partridge Family". The Love Generation provided main vocals (instead of David Cassidy and Shirley Jones) on two tracks on the Partridge Family's 1970 debut LP "The Partridge Family Album": "I'm on the Road" and "I Really Want to Know You", both written by Barry Mann and Cynthia Weil.