Friends since high school, Protoculture founders Julie Baerwald, Justin Fellers and Matt Giles tried to be punk rockers and failed. They then attempted to make new age music and failed again. So they decided to make t-shirts instead of music. Success! Printed on American Apparel stock, their designs combine modern style graphics with a witty sense of humor to reflect modern life and challenge the status quo.

Josh Rubin

Josh Rubin

Josh Rubin is COOL HUNTING's founder, editor and executive creative director. He brings his background as a photographer and expertise as a user experience designer to his point of view on what makes a good story for CH—this most often include some kind of intersectionality between art, culture, technology and design. Josh is a bit of an urban hippie, obsessed with most things Japanese, a Sealyham Terrier lover and very food motivated.

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