viaSo I was in a shopping centre yesterday, and I walked past a Sportsgirl store with a giant poster in the window. As they do. This proclaimed in big letters MAKE DO AND MEND, with some suitably young model types holding wool and looking, well, young and crafty and model-ly, surrounded by crochet blankets and other suitably handmadenessy stuff.
Which made me stop in my tracks, and stand there, a little confused. Isn't it the antithesis to use that phrase as a marketing campaign? It's like punk being fashionable; it's the polar opposite of what the whole thing was about.
'Make do and mend' came about during war rationing and having a whole lotta less. It’s about using what you have, learning skills to make things, going without, mending where you can. Not about consumerist spending on fashion clothing and accessories. Not at all, actually. This is not even handmade or ethical clothing, but mass-produced pieces made in large quantities in overseas factories with dubious labour practices.
After I was confused, I felt a bit affronted. Sportsgirl have no interest in making do or mending, they want to sell more stuff, and think they can target a new market with crochet hooks and buttons. How dare they offer up with a price tag the very thing that generations of students and artists have pieced together with their own hands, wits, skills; and generations of householders and struggling mothers before them. Making the best of what you have, using traditional skills to provide for your family, using your own ingenuity; now on sale.
It makes me cranky.
(ps. some peeps in the interwebs seem to think it's a good thing, and others think it not-so-good. If it is making more people learn to knit, is it ok then? What do you think?)
