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.
Beat Museum
The Beat Generation was a group of post-WWII artists who challenged the social norms of the 1950s, encouraged experimentation with drugs and sexuality, practiced various types of Eastern religion, and desired to grow as humans. Also known as 'The Beats', they became famous in the 1950s and remain influential today. While dozens of personalities were involved in the formative years of the movement, the most celebrated members were Jack Kerouac, Allen Ginsberg, William S. Burroughs, and Neal Cassady.