Too Cool For School aims to breed a new consumer culture of experimental art among the trend leaders who shop with prudence and who want to ensure their own aesthetic style of living, regardless of generation or age. Combining practicality with fun, Too Cool For School attempts to introduces a new concept of a beauty & lifestyle brand, allowing people to meet contemporary artists’ designs in the stores. It provides a code of style that makes customers the subject of envy while serving their daily beauty needs.
The name itself is also unique, when you hear the word “school”, what first comes to mind is an institution where students learn. But the word is rooted from the meaning, “a group of fish”. In that regard, Too Cool For School is the coolest among the group; being differentiated and unique. Too Cool for School customers are the “dolphins among the guppies.”