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So Yesterday

3.58  ·  Rating details ·  11,046 ratings  ·  899 reviews
Ever wonder who was the first kid to keep a wallet on a big chunky chain, or wear way-too-big pants on purpose? What about the mythical first guy who wore his baseball cap backwards? These are the Innovators, the people on the very cusp of cool. Seventeen-year-old Hunter Braque's job is finding them for the retail market.But when a big-money client disappears, Hunter must ...more
Paperback, 256 pages
Published September 8th 2005 by Razorbill (first published August 31st 2004)
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Sunny X I wouldn't say it's unsophisticated (as long as you're expecting a modern novel about teenagers rather than a centuries-old classic or something of th…moreI wouldn't say it's unsophisticated (as long as you're expecting a modern novel about teenagers rather than a centuries-old classic or something of the more 'literary' genre) but it's also not particularly about globalisation -- more about the culture of 'cool' and about the nature of trends, with some sprinklings of brand and history trivia thrown in. A good read, but not really a 'globalisation book'.(less)

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Average rating 3.58  · 
Rating details
 ·  11,046 ratings  ·  899 reviews

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Jun 15, 2008 rated it it was amazing
Recommends it for: Everyone
This is my favorite book of all time. Seventeen year old Hunter Braque works for a company in New York that specializes in 'cool tasting'. They watch advertisements for shoe companies and decide if it's cool or not.

He meets a girl named Jen, an Innovator (explained in the book), and she has some pretty cool lace designs on her shoes. He brings her to the tasting, and she speaks up on the commercial.

His boss, Mandy, and everyone else liked what she said. Mandy calls Hunter to schedule a meeting i
I enjoyed Scott Westerfeld's Uglies series so I was curious to see how I'd like one of his books that was set in the real world. I thought he did a great job with the characters of Hunters and Jen. They were unique, likable, and memorable. I also loved the historical facts that Westerfeld put in the story.

And like the Uglies series, So Yesterday makes you think about how things work in our society--specifically, how we decide what is cool and what isn't. It seems like such a silly topic, but as
Dec 10, 2010 rated it did not like it
Oh sweet painful hell! I give up on this book. So Yesterday is my first novel by Scott Westerfeld, and I heard such great things about him. But if the best he can do is slap me in the face with constant simple sentences and a mildly creative concept wrapped around a lackluster plot, no thanks.

It started off somewhat okay, the concept was as I said creative, but that’s where it ends. The main character Hunter Braque, a trendsetter, comes across dumber than dirt and this girl Jen James, an innovat
Jan 06, 2011 rated it liked it
This book was OK.This book was OK.This book was OK.This book was OK.This book was OK.This book was OK.This book was OK.This book was OK.This book was OK.This book was OK.This book was OK.This book was OK.This book was OK.This book was OK.This book was OK.This book was OK.This book was OK.This book was OK.This book was OK.This book was OK.This book was OK.This book was OK.This book was OK.This book was OK.This book was OK.This book was OK.This book was OK.This book was OK.This book was OK.This bo ...more
Sep 30, 2020 rated it really liked it  ·  review of another edition
Shelves: 2020
Have you ever wondered how trends start? Who decides if something is "cool" and how does the news spread through the masses? It has to start somewhere, right? This book was published in 2004 so I can only imagine how Westerfeld would NOW examine the pyramid of "coolness" and "trendsetting" with the explosion of social media we've experienced in the past 16 years! Although this is "dated" it's still a pretty cool story! And I like the way this author writes and find his books fast reads with inte ...more
Dec 31, 2008 rated it really liked it  ·  review of another edition
This may be my favorite Scott Westerfeld book. I enjoyed Uglies, Pretties, etc. but lost interest in the series about half way through. I really liked Westerfeld's unique take on vampires in Peeps. But this. This is Westerfeld taking on Culture Jammers, Fad, Fashion, Trends, Conformity, and Modern Consumerism. It's an romance/mystery/social commentary/adventure set on the streets of Manhattan, following one weekend in the life of a "cool-hunter" - a teen who earns money spotting new "cool stuff" ...more
Feb 14, 2008 rated it it was ok
This is one of Westerfeld's earlier YA novels. That shows in the writing. So Yesterday lacks the fast pace, engaging characters and tight plot typical of the author's later YA books.

The too aptly named Hunter is a self-professed "cool hunter" - someone who seeks out the latest trends before they're trends. Hunter is employed by large corporations to pass on his finds and take part in focus groups so that those expensive marketing campaigns that keep the mega-corporations afloat don't fizzle. Hu
Jackie "the Librarian"
Aug 27, 2008 rated it it was amazing
Shelves: mysteries, youngadult
My first thought on reading this was: this is a novelization of The Tipping Point by Malcolm Gladwell, with cool teen characters, and an over-the-top mystery involving super cool shoes and purple-dye sabotage!
Hunter is on the hunt for coolness and innovations, so when he sees Jen, with her skater style and her shoelaces woven in a way he's never seen before, he knows he's got an Innovator in his sites.
Hunter works for an agency that advises advertisers and companies on trends, recognizing them,
Jan 01, 2018 rated it liked it
A lot of years ago, I was in a book club, and we read some of Scott Westerfeld's books such as "Pretties", "Uglies", "Specials" and "Extra's." In looking at some of the books that were out there I came across "So Yesterday. I had no idea what this book was about. I like to take gambles occasionally and be surprised. Seventeen year old Hunter Braque works for a company in New York that specializes in 'cool tasting'. They watch advertisements for shoe companies and decide if it's cool or not.

He me
Mar 09, 2009 rated it it was amazing
Shelves: new-york, ya
Let's talk about the cool pyramid.

At the zenith, we have the Innovators. These are the first ones to do something new - rock a backwards baseball cap, get two piercings in one ear, wear boots on the outside of their pants. "When you meet them, most Innovators don't look that cool, not in the sense of fashionable, anyway. There's always something off about them. Like they're uncomfortable with the world."

At the next level reside the Trendsetters. They are the second in line to follow a new trend.
★ Jess
This was really, really good. Infact, I was considering this as maybe one of my favorites...maybe this is one of Scott Westerfelds best books?
That was until the last 50 pages or so...then it went downhill. The final twist, the gripping conclusion to the mystery...was dumb. And confusing! It was totally ridiculous, and ruined the book for me.
Also, the characters seemed pretty flat...not greatly developed, at all.
And the writing! You can tell this is Scott Westerfeld just learning his chops in
Amy Bailey
Nov 09, 2011 rated it liked it
I really don't get what people think is so great about this book. Yes, the plot was unique, but it was also just rather odd. I didn't get what was so important about it and I didn't like the characters all that much. It seemed sort of superficial. I guess I just don't give a crap about shoes. ...more
Jan 11, 2019 rated it really liked it
I love this, just it was very hard to track what was going on sometimes.
Dec 08, 2008 rated it it was amazing
Shelves: ya, mystery, new-york
Why did it have to be about shoes? Really, the whole shoe thing is just not one I ever understood (not that I understand much about trends and fashion). But this is a great book that creates an interesting (and probably fairly accurate) scenario about how trends get started, how they spread, and why they seem to come and go so quickly.

But what if there's a group that's trying to undo the work of all the marketers and trendsetters (these would clearly be my people)? Are they the anti-cool? What i
Jul 13, 2018 rated it it was ok  ·  review of another edition
Shelves: 2-star, read-in-2018
Scott Westerfeld is one of my favorite authors, but I could definitely tell this was one of his earlier works. The concept of the story itself was interesting, but the delivery overall was mediocre. I didn't find myself very invested into the characters. And to be honest, I'm still not totally sure when this whole thing takes place.
Dana Schmidt
Dec 06, 2015 rated it it was ok
Not one of his better books. However it does shed a seriously sad light on what the future of our world will most likely look like. Especially if the next generation is in charge.
hilariously, charmingly dated. somehow simultaneously shockingly prescient
Sep 09, 2018 rated it liked it
Shelves: young-adult
I had so much fun listening to this book. The story was fast paced and the characters were a lot of fun. I did feel like the plot kind of lost my interest the last couple of chapters. Maybe if I understood economics and trends a bit more? Still. Enjoyable and quick.
Tony Nguyen
This book is a excellent book for readers who enjoy reading mysteries. There is a great twist in this book and the author hooks the reader constantly. Who knew how important these shoes really are?
McNeil Inksmudge
Jun 08, 2012 rated it it was ok
Shelves: young-adult-lit
I listened to this on audiobook, and I'll rate that the reader was decent. Nothing bad but nothing truly exciting either. Made me wish books words made into radio serials with multiple actors.
The book itself was decent. It was funny in most places. And had the sarcasm and jeering that a teen would have. I didn't expect it to be a mystery (I admit I chose it without knowing what it was about, but simply because it was an audiobook and was easily available to borrow) so that was interesting. Teen
Julia O'Connell
Aug 25, 2016 rated it really liked it
The premise of this story was a little ridiculous, but with Scott Westerfeld behind it it was well executed.

17-year-old Hunter is a professional "cool-hunter" (only now, am I noticing the humor of his name). Companies pay him and give him free products in return for his participation in focus groups where he gives them feedback on their advertising. He spends his summer days out on the New York City streets searching for the next coolest things and sending pictures of street fashion to his boss,
Amy Holiday
Nov 02, 2013 rated it really liked it
Any book that has an escapade is a good book as far as I'm concerned, so of course I liked this one. Hunter the Cool Hunter (yes really, meh) is near the top of the trendy social pyramid. He's paid to find the newest trends, and bring them back to a marketing company who evaluates them, then sends them down to the next level of "cool" (the trendsetters). Hunter spots an innovative way to lace a pair of sneakers, and makes friends with the shoes' owner, Jen. When Hunter brings Jen to a focus grou ...more
Jessica Lewis
Dec 10, 2009 rated it it was ok
Shelves: ebooks-i-own
Ok so what can I say. This book was a combination of a mystery and a love story with a teenage twist. I enjoyed parts of the book mainly when the chapter was left at a cliffhanger but some of it was vey poorly written or thought through I feel. The fact that the author wrote about certain product without using its name directly although we all knew was he was talking about was very irritating.

The scene at the party where the underage characters got drunk I found a bit hard to read through it's
Jun 01, 2010 rated it it was amazing
Update: After a rereading and think of this novel non-stop I've change it from a 4 star to a 5 star. Yep, that happened! ;)

I loved this novel!!! Witty, fast-paced, and unique it had me hooked the whole time, I just couldn't put it down, nor could I figure it out.

Seventeen year old Hunter is a Trendsetter a person who looks for Innovators and their latest new-to-the-world never-been-done-before fashions. He meets Jen (an Innovator & Logo Exile ) and finds himself compelled to invite her to a "tas
Jun 04, 2007 rated it liked it
Shelves: fiction, american-lit
Huh. This book has almost exactly the same plot as PopCo, which is odd, because I didn’t pick up either book because I was interested in the subject—secret societies banding together to sabotage large corporations and dilute the evil brainwashing of marketing campaigns—I was curious about the authors. Anyway, So Yesterday focuses on teenagers in New York as opposed to twentysomethings in England, and it’s about shoes (specifically Nike, although it’s always referred to as ‘The Client’) rather ...more
Apr 15, 2012 rated it it was ok
Melissa Wickelhaus
Genre: Mystery
So Yesterday follows Hunter Braque, a trendsetter whose job it is to find the newest and coolest things to start a trend in the retail market. But then his boss goes missing and he and his crush Jen are thrown together in a hunt for answers. The premise is an interesting one, Hunter and Jen must find their way alongside a shady group whose aim is to force the downfall of consumerism. However, the conveyance is somewhat lacking. The most annoying and at the same ti
Dec 27, 2007 rated it liked it
Recommends it for: Ario
This is the YA version of Pattern Recognition, basicly. Where Gibson went a little too esoteric, Westerfeld stays sane and keeps to the action. Some major plot points regarding tech were a little too glaringly wrong for me to take seriously in some points, but overall, I think Westerfeld nails the allure and fun of coolhunting, and offers great use of lingo and philosophy. This book is much more fresh and youthful than PR, yet lacks the depth that made PR so eerie and futuristic.

While this may s
Colleen Venable
May 14, 2009 rated it really liked it
It's not really about "cool". It's about art and knowing that anyone who says "it's all been done" is just too scared or, more likely, too lazy to try. Found myself crying like a big sap when reading the nonfiction "list of innovators" at the end. Probably the least popular of all of Westerfeld's novels but still has the great nonfiction bits hidden inside like PEEPS and the conspiracy theory mystery elements of the UGLIES trilogy. Devoured it in two sittings. Totally underrated and if you are i ...more
Jun 12, 2009 rated it it was amazing
Shelves: ya-fiction
Westerfeld's writing here is simply amazing: I couldn't put the book down until I'd read the entire thing in one sitting. Loved the integration of fashion as a means of influencing/categorizing people, and his usual theme of an underground element trying to upset the reigning authority comes to play nicely. I also loved the unexpected splashes of humor: several times his dialogue made me laugh out loud with delight.

Like a good action movie, I found the ending to have some loose ties that didn't
Kaethe Douglas
June 30, 2009

Westerfeld is so fun to read.

This is my at-work book for the week.

Well, that didn't take long. It shares elements with a William Gibsonovel I enjoyed. Here's something I love about Westerfeld: even when the story is told by a guy, the chicks are the ones making decisions and taking risks.


January 22, 2015

Two Manhattan teens on the cutting edge of everything turn their clever eyes to solving a mystery that no one else seems concerned by. Complications ensue, as do interesting hair
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Scott Westerfeld is a New York Times bestselling author of YA. He is best known for the Uglies and Leviathan series. His current series, IMPOSTORS, returns to the world of Uglies.

The next book in that series, MIRROR'S EDGE, comes out April 6, 2021.

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