– about

COOL AND THOUGHTFUL™ is a way of being and a lifestyle brand that redefines “cool” as being mindful, empathetic, and engaged in generative problem-solving. The intention of COOL AND THOUGHTFUL™ is to leverage the magnetism of aesthetics (e.g., fashion, design, art, music) to express a vision of optimism and to champion a positive, productive, way of relating to yourself and interacting with others. COOL AND THOUGHTFUL™ is not about any specific issue, and it’s not about what you believe: it’s about how you interact with other people.

Being Cool And Thoughtful means:

(a) Being mindful, noticing when you're about to react emotionally rather than being present with another person.

(b) Being empathetic, imagining how the situation could look to the other person.

(c) Focusing on the solution, thinking creatively about how to solve the problem instead of complaining about it.

COOL AND THOUGHTFUL MAGAZINE is an annual publication released in print-only. The magazine features the people, brands, concepts, and editorials that illustrate what it means to be Cool And Thoughtful, so in this way, it’s your passport to The World of Cool And Thoughtful -- a world in which we prioritize being open-minded and open-hearted, and where aesthetics are a modality for sharing this way of being. Each Issue is designed to be a collector’s piece and a special reference you can keep on your coffee table. It has the spirit of a book and includes interactive QR codes that you can scan to learn more about the people and brands we feature.

AS A CREATIVE STUDIO, our intention is to bring warmth to fashion. Our mediums of choice are art direction, storytelling, experience design, photography, and facilitation. We use these modalities to draw out the nuances and values -- of people and brands alike -- that, when applied to the daily life of a consumer, can make a difference in how people live and how they relate to each other. Instead of values like “originality” or “positivity” living purely in the domain of marketing, we design content and experiences that enable a brand, a person, or a product to be a catalyst for others to truly, tangibly experience these values in their real lives.

KERRIN SMITH IS THE FOUNDER of COOL AND THOUGHTFUL, which grew out of her 2014 TEDx Talk, The Local Economy of Fashion. She’s a creative director and modern-day girl guru with over a decade of training in ontology, the study of being, and a deep belief in intentionality: it’s not so much about what you do as it is the why behind it. In 2021 she opened The Cool And Thoughtful Concept Shop, a short-term brick & mortar on Broome Street in Manhattan, where the Cool And Thoughtful ethos and aesthetic came to life through brand curation and mindfulness events. Today she leads COOL AND THOUGHTFUL with a focus on sourcing like-minded brands and collaborators, articulating what makes these people shape-shifters, and designing how to bring this essence to life through beautiful visuals and experiences that feel like a breath of fresh air.