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.
United States in the 1950s
Beatniks and the Beat Generation, an anti-materialistic literary movement whose name was invented by Jack Kerouac in 1948 and stretched on into the early-mid-1960s, was at its zenith in the 1950s. Such groundbreaking literature from the beats includes William S. Burroughs' "Naked Lunch", Allen Ginsberg's "Howl", and Jack Kerouac's "On the Road". This decade is also marked by some of the most famous works of science fiction by science fiction writers Isaac Asimov, Arthur C. Clarke, Ray Bradbury, Theodore Sturgeon, A. E. van Vogt, and Robert A. Heinlein.