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Cool isn't just a state of mind, a celebrity fad, or an American obsession, it's a business. In boardrooms across America, product managers are examining vodka bottles and candy bars, tissue boxes and hamburgers, wondering, "How do we make this thing cool? How do we make this gadget into the iPod of our industry? How do we do what Nike did? How do we get what Target got? How do we infuse this product with that very desirable, nearly unattainable it factor?"

From its humble beginnings as a discount shop on Seventh Avenue, Barneys grew into an international phenomenon, setting the tone for fashion not only in New York, but across the country and worldwide. Told with razor-sharp wit and inimitable style, They All Came to Barneys takes us on an insider’s journey as rakish, would-be rocker Gene Pressman and the global fashion industry grew up and came into their own, side by side.