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.
Wally Hedrick
Wally Bill Hedrick (1928 in Pasadena, California – December 17, 2003 in Bodega Bay, California) was a seminal American artist in the 1950s California counterculture, gallerist, and educator who came to prominence in the early 1960s. Hedrick’s contributions to art include pioneering artworks in psychedelic light art, mechanical kinetic sculpture, junk/assemblage sculpture, Pop Art, and (California) Funk Art. Later in his life, he was a recognized forerunner in Happenings, Conceptual Art, Bad Painting, Neo-Expressionism, and image appropriation. Hedrick was also a key figure in the first important public manifestation of the Beat Generation when he helped to organize the Six Gallery Reading, and created the first artistic denunciation of American foreign policy in Vietnam. Wally Hedrick was known as an “idea artist” long before the label “conceptual art” entered the art world, and experimented with innovative use of language in art, at times resorting to puns.