EXERCISE7

Exercise 1 (P. 163)
Read Justin McGuirk’s article in full.
• Do you believe there is a demand for hand-made objects and work? Why do you think that
some consumers seek out these qualities in the objects they buy?

Because we live in such a large consumer society, I’m sure there is and there will be a market, a demand, for handmade products. Handmade products tend to be unique, better quality, and difficult to replicate by machines. On top of that, people who acquire products of this specification believe that hand-crafted products are promoting their ego appeal, and the product itself in a magical way makes them feel more powerful. Fashion design houses as well as small independent companies are using this valuable feature to encourage the idea that their products definitely stand out from the crowd. People (especially the ones of a certain economical or social status) love the idea of being different and looking different. Using unique, sometimes one-of-a-kind handmade products are promoting this kind of lifestyle: the idea of owning a unique craftsmanship item is thrilling.

• Do you think the desire for hand-made products is based on a romantic perception of the
hand-made and a sense of ‘post-industrial nostalgia for the pre-industrial’? Why or why not?

No, I don’t think that is the case. Paying a great amount of money to acquire a handmade product has nothing romantic about it. It is just the sense of owning a unique piece with a unique story of artisan-ship behind it which is the outcome of many years of experience having roots (going back) to the pre-industrial era.

I believe people are obsessed with better quality and product value, virtues not easy to find into industrial produced items.

• Do you feel that hand-made products are viewed as luxury or value-added products? How
do hand-made items compare with mass-produced items, in terms of their value, life cycle,
cost and ethics?

With the labour cost rising rocket high in the western world in our days, any hand crafted product is considered a luxury item, over valued sometimes, with a marked price a lot higher than the average non hand made one. If someone would compare them, wouldn’t spot any major differences in the two products initially. The difference lies on the life span , the raw material qualities as well as the small little details which, added together, they certainly justify the cost between the handmade and the industrialized one. As far the work ethics is concerned, there is a massive difference between the two similar pieces. In order to produce unique handmade and crafted products, companies tend to employ the best artisans. They provide them the best possible working conditions, making them feel appreciated. All this corporate environment reflects on the product. On the other hand mass production is focused on the cost as well as quantity which has the opposite effects on the product as well as the working environment.

• Reflect on any hand-made item you own (not necessarily textiles). Can you remember why
you were drawn to it? Did the fact that it was hand-made make it feel ‘special’ or did you
just buy it because you liked the design? How did its price compare with the industrially produced equivalent?

I don’t own any particular handmade product, but I have had an exceptionally made wool jumper since 1993. It is still in pristine condition, in fashion, and fully wearable. It is an asset from a different era that still stands strong as a unique piece of its own. When I bought it it was very expensive; it was made in Italy. It was worth probably two weeks’ wages of that time or a bit more. It was very well thought and made with a wonderful loose fit. Being a knitwear expert I can see the craftsmanship behind the product, from the raw materials, the knitting construction, make up to finishing. Wearing it still feels cozy and fashionable. Looking at similar products today, their quality, design and country of origin, it is really hard to find such well made wonderful pieces that last for so long. I keep it, wear it occasionally and still people ask me where I bought it from. Everybody is surprised when they find out how old it is.

When people buy something expensive they expect something different from a mainstream product which has the same function but having to spend more money, they take good care of it to maintain the qualities of the product untouched over time. That’s why it lasts years.