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 Generation
The core group of Beat Generation authors – Herbert Huncke, Ginsberg, Burroughs, Lucien Carr, and Kerouac – met in 1944 in and around the Columbia University campus in New York City. Later, in the mid-1950s, the central figures (with the exception of Burroughs and Carr) ended up together in San Francisco where they met and became friends of figures associated with the San Francisco Renaissance.