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.
Jack Kerouac
In July 1957, Kerouac moved to a small house at 1418½ Clouser Avenue in the College Park section of Orlando, Florida, to await the release of "On the Road". Weeks later, a review of the book by Gilbert Millstein appeared in "The New York Times" proclaiming Kerouac the voice of a new generation. Kerouac was hailed as a major American writer. His friendship with Allen Ginsberg, William S. Burroughs and Gregory Corso, among others, became a notorious representation of the Beat Generation. The term Beat Generation was invented by Kerouac during a conversation held with fellow novelist Herbert Huncke. Huncke used the term "beat" to describe a person with little money and few prospects. "I'm beat to my socks", he had said. Kerouac's fame came as an unmanageable surge that would ultimately be his undoing.