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.
Counterculture of the 1960s
Even the notions of when the counterculture subsumed the Beat Generation, when it gave way to the successor generation, and what happened in between are open for debate. According to notable UK Underground and counterculture author Barry Miles, "It seemed to me that the Seventies was when most of the things that people attribute to the sixties really happened: this was the age of extremes, people took more drugs, had longer hair, weirder clothes, had more sex, protested more violently and encountered more opposition from the establishment. It was the era of sex and drugs and rock'n'roll, as Ian Dury said. The countercultural explosion of the 1960s really only involved a few thousand people in the UK and perhaps ten times that in the USA – largely because of opposition to the Vietnam war, whereas in the Seventies the ideas had spread out across the world.