Talking and knitting at the same time is really possible
In the Netherlands there is a saying that talking and knitting can not be done simultaneously.
Well, in a way of speech of course, because there are enough elderly ladies who can do just fine.
Did you know that knitting is even hot again at the moment?
It even has developed as a hype nowadays.
A lot of knitting clubs were founded and Trendbubbles particularly likes the initiative of Granny's Finest.
At the base of Granny’s Finest are some young designers, who design very modern patterns, which can be knitted by the elderly in the clubs.
The garments are all sold with a ticket and a nice message with the name of the maker.
As a buyer, you're supposed to be sending a message in return.
The hip handmade knits of Granny's Finest meet a high demand. Why? What is the secret of these old ladies knitting clubs?
With this concept Granny’s Finest picks up on a number of trends and gives an answer to a need.
Different trends expressed
1. Gathering trend
In this case, by gathering, we mean connecting like-minded: gathering the elderly (the knitters) and young people (designers, models, photographers and buyers).
In our aging society, where 1 in 3 people feels lonely (recent research of EenVandaag) which applies to both young and old.
Older people feel useless, excluded from society, nurses have less and less time available for the elderly and even the children they may have are busy busy busy.
Granny's Finest wants to put an end to this loneliness by organizing knitting clubs for the elderly, which strengthens their social network.
They go out again, doing something they like.
Granny’s Finest also treats the elderly with several nice trips.
2. Crafts trend
Handmade has already been a big trend for several years.
In the case of Granny's Finest is, clothing made of natural materials is chosen and young designers have tackled the look and feel of the knits.
So this is not about old-fashioned hats and mittens, but about trendy colours, textures and shapes!
Consumers are more aware of what they are buying nowadays and they want to know the where it comes from.
More and more there is a desire for “fair” products (e.g. not made by child labour) and products made of sustainable materials.
How cool is it, that you get to know who made the item you are buying?
This is an extra experience when you wear your hat of scarf.
You are also willing to pay something more, because you know that your money is spent well and you think about the amount of hours spent on your garment.
4. Neighbourhood as Motor trend
The need for social contact is increasing.
Many people, especially older people, feel lonely.
Society has become more individualistic and pushy.
At this time, you will notice several initiatives to make more connections with people from the same neighbourhood and to stir up more interaction by helping each other.
Granny’s Finest is a wonderful example of the neighbourhood as motor trend.
5. Cocoon trend
In large knits you can wrap yourself like a caterpillar in a cocoon, nice and cosy.
They give you a feeling of safety, comfort and tenderness. You could read more about the background of this Cocoon trend in a blog post we wrote in the beginning of this year.
This cocoon trend is reinforced by the use of soft fabrics and bright colors.
On a map on the website of Granny's Finest you can see where in these clubs are located throughout the Netherlands, and it appears that the majority is located in the Randstad.
Let this be an encouragement to the people in the other parts of the country: go and start trendy knitting clubs and contact Granny's Finest.
Would you like to buy a Granny Finest hat or scarf yourself? Look here.
|Hair and makeup||Sascha Mols|
|Styling and concept||Joline van den Oever & Koen van den Broek|
Jantje Lous Sikkema
Irma de Jonge