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Craft rebrand


Now might be a good time to talk about craft as we find ways to pass the time and keep our brains active.

The connotations of craft for Millennials varies from an old-fashioned pastime to a cool way to customise. According to the Hobbycraft Report 2018, 54% of the nation is participating in a craft hobby to relax and feel good. Programmes like The Great British Sewing Bee have inspired many to take up a creative hobby. The Great British Bake Off has been the favourite programme of those aged 16-24 in 2017 according to Mintel. The success of Wool + The Gang engaging younger audiences into knitting also suggests that hobby crafts and traditional pastimes are being embraced by the younger generation.

Since those reports, it is fair to say that a craft regeneration has gone from strength to strength. Social media is a gold mine for innovative customisation, global crafts and practical tips to troubleshoot any project. It feels as though the act of crafting is in but the word needs a rebrand.

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