Made in Italy brands and products are considered “naturally” cool. However, with the growth of the global success of Made in Italy products and brands, it becomes increasingly urgent to address the risk of a loss of originality and distinctiveness, with a consequent weakening of coolness. Continuous innovation and the regeneration of values of Made in Italy brands thus become areas of strategic investment. Through investments in humanistic education combined with technical and technological training, we must preserve the essential elements of Made in Italy production to guarantee the fundamental and natural overlapping between our country of origin and coolness.