Cool(i.e)

Changing The Culture

Cool(i.e) is a lifestyle-brand that believes the historical dehumanization, oppression, and violence against Black and African American people have led to a culture of self-destruction and self-hate. Cool(i.e)'s mission is to provide job and educational resources as well as visual assets to attack a negative self-image and provide positive reinforcements for self-growth and empowerment. The term Coolie has historically been used to define Asian unskilled laborers; however, the goal of our brand is to shift and transform the cultural narrative and perspective of the term Coolie.

Today Asian Americans have the highest median household income and the fast economic growth of any race or ethnic group in america. Cool(i.e) today mean Cool, Intelligent, and Educated. We aim to uplift the Black and African American community the same way Asian Americans have lifted their economic status through a focus on community health, education, ownership, and shared wealth. Live, Laugh, Learn, Legacy is our mantra and the core values we believe will not only take our brand to new heights but will revitalize communities in the process.