Thomas Frank coined the term 'the conquest of cool'. This book shows how this conquest is at the heart of the dynamics of contemporary capitalism. Jim McGuigan argues that 'cool capitalism' incorporates disaffection into capitalism itself, absorbing rebellion and neutralising opposition to the present system of culture and society. The book explores a huge variety of cultural examples, from the sleek images of mainstream advertising, to the fringes of artistic production, offering a vigourous critique of our understanding of subversion, resistance and counter-culturalism. Is there is still any space left for rebellion against the seductive power of the free market economy?