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.
Offbeat generation
The Offbeat generation was a loose association of like-minded writers working across different styles but united by their opposition to a mainstream publishing industry driven by marketing departments. The term—coined by Andrew Gallix in in February 2006—was a pun on the Beat Generation but more likely to be associated with the Chemical generation immediately before it (who were anthologised at the "Repetitive Beat Generation" also).