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16.01.15

SEW-IN FOR 2015
-The hottest trend this year isn’t a shirt or skirt – it’s a Hobby as Hobbycraft reveal sewing machine sales up 75% YOY -

Hobbycraft, the UK’s largest craft retailer reveals that sales of sewing machines have leapt 75 per cent year on year as DIY fashionistas opt to upcycle their existing wardrobes and create their own unique looks inspired by programmes such as the Great British Sewing Bee.

Hobbycraft has also seen a sales increase of 38 per cent on fabric and 13 per cent on thread year on year.

With the return of The Great British Sewing Bee this Spring, Hobbycraft is predicting they will sell 40,000 reels of cotton, over 55,000 metres of fabric and 4000 sewing machines while the programme is on air.

These predictions build on the increasing popularity of home-made fashion showcased last year. The world’s most in-demand model Cara Delevingne was spotted knitting backstage at London Fashion Week, while noted fashion icons Gwen Stefani and Eva Longoria both confessed to being a dab hand with a needle and thread.

SS15 catwalks were awash with home-made inspiration; embroidery at Burberry; crochet at Tommy Hilfiger; patchwork at Anya Hindmarch; and embellished denim at Dolce & Gabbana – all of which can be created for just a fraction of the price.

Sewing - one of the oldest of the textile arts has had a renaissance and is continuing to grow in popularity as fashionistas look to make their own personal stamp on their look. Other celebrity fans include Katie Holmes who confessed to receiving a sewing machine for her birthday and even George Clooney who is rumoured to have once come to a date's aid when her zip broke and he stitched up the back of her dress. Julia Roberts is reported to be taking sewing lessons, and Chris Martin from the band Coldplay apparently loves sewing his own clothes saying 'It gives us some control over our visual identity'.

Last week Google also revealed that both knitting and crochet featured in the most searched for ‘how to’ terms for 2014 and Hobbycraft predict these areas will grow as the popularity of online how to guides continues to expand and learning the tricks of the trade becomes easier to master.

Katherine Patterson, Customer Development Director at Hobbycraft said, “Crafting really has never been more on trend, with the world’s biggest designers taking a lead and embracing monogramming and embellishment.”

“2015 will continue to be a really exciting time for us as consumers realise upcycling, modifying and personalising can be trendy and fun whatever your age, whatever your interests and TV, Fashion, and celebrities are really driving the craft renaissance’

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