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Morgan Tops the Cool List

posted Nov 15, 2010, 3:47 PM by L.D. McLaughlin Jr.
Tony McLaughlin, September 21, 2003
September 09, 2003

McQueen topples Ducati as epitome of cool By Valerie Elliott, Consumer Editor

ALEXANDER McQUEEN, the designer and self-styled bad boy of British fashion, has been named the “coolest” brand in Britain. He toppled the Italian motorcycle company Ducati, which was top last year, although Ducati still made it to the final five in the company of the hi-fi makers Bang & Olufsen, the lingerie firm Agent Provocateur, and the Tate galleries.

They head a list of 59 brands in this year’s top Cool Brand Leaders. Expert judges, including Alexandra Shulman, Editor of Vogue, Ozwald Boateng, the Savile Row tailor and menswear designer, Rankin the photographer, and Mark Rodol, chief executive of the Ministry of Sound, voted out old favourites such as The Simpsons and South Park, the ice-cream makers Häagen-Dazs, and Virgin Atlantic, which were in last year’s list.

Out too is adidas and Mercedes-Benz, which was replaced this year by Puma and Jaguar cars. Coolest, too, this year is the Morgan sports car, the vehicle Iain Duncan Smith, the Conservative leader, has just acquired.

The experts, brought together by the Brand Council, also appear this year to have deliberately selected lesser known labels and venues such as Hakkasan, the only Michelin-starred Chinese restaurant in Britain, and Smiths of Smithfield, a restaurant promoting high-quality British farm food.