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.
North Beach, San Francisco
During the 1950s, many of the neighborhood's cafes and bars became the home and epicenter of the Beat Generation and gave rise to the San Francisco Renaissance. The term "beatnik" originated from the scene here and was coined in a derogatory fashion by famed San Francisco Chronicle columnist Herb Caen. Many of that generation's most famous writers and personalities such as Jack Kerouac, Allen Ginsberg, Gregory Corso, Neal Cassady lived in the neighborhood. Another poet from this generation, Lawrence Ferlinghetti, founded the City Lights Bookstore that still exists today on the corner of Broadway and Columbus as an official historic landmark and serves as one of the main focal points of this generation.