The Hipsterisation* of Craft
It seems that all the cool kids in Dublin are trying not to be cool. Basically, they're wearing skinny jeans with checked shirts and thick framed glasses, carrying rucksacks full of obscure 19th century fiction, restoring 1980's cars, and drinking ales from microbreweries or spirit from single stills.
I realise that none of this is very new, and whilst it's odd to me that the 90's are labelled as vintage, the Hipster generation (seemingly everyone) places emphasis on unique small scale production and design. The steadily increasing value placed on genuine craftsmanship is quite refreshing. It's always been a part of designer branding and exclusivity, but now smaller companies are using this approach to market their products, and larger mainstream companies are jumping on the bandwagon too.
In recent months there have been numerous adverts where a seemingly unrelated craft is associated with a mainstream product to instill a sense of heritage. Good craftsmanship suggests a lineage and quality that is highly desirable right now, and modern producers have realised that their customers will pay for products imbued with these characteristics.
Indeed, it seems that the coolest thing anyone can do right now is get their hands on a bespoke, tailored, hand-crafted artifact, and Hipster's don't mind waiting for a quality product.
What I like about this recent attention to craftmanship is the fact that the book arts are frequently being used to illustrate it. Perhaps it's because the book is a familiar object, or maybe it's that our field is still alive and resilient, in-spite of the challenges of modernisation, mass-produced paperbacks, and an economic down-turn. I love that the book arts are being used to suggest quality and skill, and that the value of tangible hand skills is in some way recognised.
For me, a society that values craftsmanship will undoubtedly be a better society to live in; the quality of products available on the general market will improve, and opportunities for makers and craftsmen will increase.
So as the festive season approaches make your loved ones a gift, or go out and spend money on good craftmanship. Not just because a microbrewery tells you too, but because these are skills that deserve our appreciation.
I realise that none of this is very new, and whilst it's odd to me that the 90's are labelled as vintage, the Hipster generation (seemingly everyone) places emphasis on unique small scale production and design. The steadily increasing value placed on genuine craftsmanship is quite refreshing. It's always been a part of designer branding and exclusivity, but now smaller companies are using this approach to market their products, and larger mainstream companies are jumping on the bandwagon too.
In recent months there have been numerous adverts where a seemingly unrelated craft is associated with a mainstream product to instill a sense of heritage. Good craftsmanship suggests a lineage and quality that is highly desirable right now, and modern producers have realised that their customers will pay for products imbued with these characteristics.
What I like about this recent attention to craftmanship is the fact that the book arts are frequently being used to illustrate it. Perhaps it's because the book is a familiar object, or maybe it's that our field is still alive and resilient, in-spite of the challenges of modernisation, mass-produced paperbacks, and an economic down-turn. I love that the book arts are being used to suggest quality and skill, and that the value of tangible hand skills is in some way recognised.
For me, a society that values craftsmanship will undoubtedly be a better society to live in; the quality of products available on the general market will improve, and opportunities for makers and craftsmen will increase.
So as the festive season approaches make your loved ones a gift, or go out and spend money on good craftmanship. Not just because a microbrewery tells you too, but because these are skills that deserve our appreciation.
Frank Wiesner, binding equipment maker paired with Toby's Estate coffee.
*Hipsterisation is a real word, according to the internet.
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