29: LaCroix, Canada Goose, and Carhartt are cool. Why?

<p>Some brands aren’t cool no matter how hard they try. Others start out cool, but lose their cachet over time. Then there are the brands that somehow, surprisingly turn cool. Without really changing their products, LaCroix, Canada Goose, and Carhartt became the hottest things around. How did that happen?</p><p>Sign up for our newsletter: <a href="http://newsletter.businessinsider.com/join/brought-to-you-by" target="_blank">http://newsletter.businessinsider.com/join/brought-to-you-by</a></p>