1) The concept that the very attempt at trying to be cool automatically makes you uncool.
2) The concept of believing oneself is cool. When one thinks he/she is cool, they are automatically uncool.
3) A state in which one is acting or engaging in a way that is unnatural.
4) Having high regard for one's own coolness.
Martin: Bro, what's up? Check out my sweet ride, I'm like the epitome of coolness in this thing.
Jack: wow, it's pretty nice. But i can hear your music from two blocks away.
Martin: Well yeah man, I like it loud, plus others can hear it coming from my car.
Martin: So?? That's why people play it that loud, it's cool.