.COOL Domain Extension

Why choose a .COOL domain?

Very few English words travel as well as this one. “Cool” is understood as it stands in French, German, Italian and Japanese — no translation, no explanation, with exactly the same sense of relaxed approval. It has survived seven decades of use, which is remarkable for a slang word, and it stays surprisingly neutral: it says nothing about your sector, only about your tone.

The word that travels

An audience across several countries reads the address effortlessly. Rare, and valuable for a brand that would rather not run five different names.

The young brand

Clothing, music, skateboarding, street culture. The register is informal by definition: do not try to put formality inside it.

The short name

Four letters, one syllable, no spelling to explain. One of the easiest suffixes to dictate, and to remember after hearing it once.

Cool, literally

Air conditioning, refrigeration, cold chain, heat pumps. The word’s first meaning has not gone away, and it serves a very real sector.

Curation

Selections, recommendations, what is worth seeing this week. The word announces a point of view rather than a catalogue.

What it actually changes

• It crosses languages untranslated. Few English words manage it, and that is its main asset.
• It sets a tone, not a sector. Like .black and .blue, it says how you speak rather than what you sell.
• No registration restrictions. No sector or target audience to justify to the registrar.
• It works as an email address too. hey@studio.cool sticks after one mention, which is exactly the effect wanted.