Knit one, purl one, and repeat... A favorite activity of many a granny just a few years ago, knitting is now gaining popularity among men, as well as younger generations, to the point of becoming a star activity on social networks. This is due to its stress-busting virtues, as well as a growing craze for all things DIY and slow fashion.
Knitting is not—or no longer—just for seniors! The image of this centuries-old technique has been revamped in recent years, gaining popularity among younger generations, but not only... A study conducted by Opinion Way for PP Yarns & Co* among French adults, released in September, proves that knitting is now trendy—and among new audiences—including men and Generations Y and Z. In fact, more than a third of under 35s (34%) claim to practice knitting today, as do 32% of men. These figures reflect the growing popularity of this hobby since the beginning of the pandemic.
The proof is that knitting is becoming a strong trend on social networks, starting with TikTok, a social media popular with younger users. The hashtag #knitting has notched up no less than 1.8 billion views on the Chinese social network, and that"s without counting its dozens of variations, most of which have several million views. There are videos of users simply filming themselves knitting, as well as challenges, clothes and objects knitted by hand, and even more tips and tutorials. All of these videos reflect young people"s enthusiasm to engage in manual activities with, they say, objectives that are many and varied.
But knitting is also a response to certain environmental issues, especially in the field of fashion. For more than three quarters of French people polled (77%), knitting is beneficial for the environment. This is a reason that pushes young people in particular to take up knitting, since 36% of the respondents under 35 years old consider that "the environmental appeal" of knitting is particularly important. A handful of respondents go even further by affirming that knitting limits "the production and purchase of new clothes, making it possible to return to a shorter circuit and to limit over-consumption behaviors" (22%).
But social networks have also seen the emergence of a host of influencers, collectives, and other knitting brands in recent years, all on a mission to share their know-how—and their passion—with as many people as possible. This is the case of Alice Hammer, Wool And The Gang, In The Wool For Love, Trendy Tricot, or Mademoiselle Quincampoix, among others, all of whom have tens of thousands of followers. At a time when the habits and practices of yesteryear are coming back in force, knitting could be set to become one of the most popular pastimes of the moment.
*OpinionWay survey for PP Yarns&Co conducted between 27 and 28 July 2022 on a sample of 1,063 people representative of the French population aged 18 and over.
First Published: Nov 16, 2022, 12:21
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