Abstract Daytime radiative cooling is regarded as the gold promise of future sustainable building energy systems and a breakthrough in the fight against local climate change. Despite the fervid research interest, most literature reports exceptional theoretical performances under ideal, desert-like conditions, but overlooks the cooling impairment that occurs under low atmospheric transparency (cloudy, humid, polluted conditions) and reduced sky access (packed urban contexts). Power recovery and stabilization call for decoupling of incoming and outgoing radiation at equal wavelengths. Enhanced directionality and high-contrast, broadband asymmetric transmission have been recently proposed to expand the applicability of radiative coolers over a wider spectrum of climates, weathers and terrains. This review offers itself as a first, timely synthesis of the current technological arena. Physical principles, materials and designs, collected from a variety of applicative fields, are detailed and discussed in terms of performance and feasibility, to inspire the transition into sustainable building cooling, worldwide. Major grey areas and serious concerns on potential violations of the 2nd law of thermodynamics reinforce the need for experimental demonstrations in future research.