We live in an era of mass production combined with the advancement of the digital age. Most people are drawn to the bright lights of consumerism and instead of fixing whatever breaks down, we just look forward to buying the next upgraded version. Manufacturers started putting in less effort to produce high-end products. Why would they sell expensive, durable items if consumers are going to replace them soon anyway? And that’s what they call a ‘ throwaway economy ’ which is high in waste and serves those who sacrifice quality for quantity.
Yet despite how widespread this market mentality is, consumers seem to maintain certain needs. This has given rise to the revival of craftsmanship. Today craftsmanship is rapidly becoming one of the ‘it ’ trends.
From buying clothes to furniture (to even just basic groceries) today’s consumers demand more transparency . People have grown more concerned about how their products were made and where their money is going.
Annabelle Campbell, Exhibitions and Collections Manager at the UK’s Crafts Council, explains the big rise in consumer interest in craft: “There is a significant shift in consumer demand towards products and experiences that meet emotional – as well as functional – needs...Nowadays, an awareness of the provenance of a product and rejection of conspicuous consumption means that people are making different decisions about what they buy. Craft is seen as personal, authentic and genuine. An object that has been touched by a human hand resonates in an age that many believe technology has rendered ubiquitous and anonymous.”
While it’s hard to build rapport with an army of machines, bringing human effort to the forefront of the story has a different impact. Learning the effort and zeal a human being has put into creating a product adds a layer of value to the end result: the value of craftsmanship.
In an interview with Patrick Grant, owner and Creative Director of Savile Row tailors, Norton & Sons, he discussed the best way to pick your tailor and referred to the service as “very personal”, adding: “So if it was me doing it, I would say do a bit of a search, make a short list, and then just walk in and have a conversation with three or four tailors and pick the one that you enjoyed spending time with the most. I think once you establish a level of quality, it’s just a question of whose advice you want to take, and who you want to have make you a suit, because you’re going to spend a lot of time there.“
The power of the story behind each product found in businesses that revolve around craftsmanship is now being championed by big corporations too. Even Levi’s revived their brand image with a series of short films called "Made Here" documenting their heritage and the crafts of its artisan contributors.
But beyond the need for transparency and emotional bonding, the prime reason behind the immortality of traditional craftsmanship is our constant desire to stand out. Unlike mass production, craftsmanship guarantees that no two pieces (whether it’s a chair or a tailored suit), will ever look exactly the same.
Craftsmanship, with its adaptability, continues to serve niche markets, and there are several good reasons why it’s a growing trend.
With more market awareness, consumers and manufacturers alike strive to reduce their carbon footprint, giving more room for local businesses to flourish and grow. In addition to this, modern hardships and job scarcity are great reasons why many are now turning to different vocations to produce things themselves. Since we are in the information age, the secrets of many trades are a click away if you’re keen to try your hand at craftsmanship. Or you could learn from a skilled local in the traditional way.