In The Media
KNITTING IS THE NEW ROCK N’ ROLL: HOW TO CREATE A GLOBAL TREND
For a while, knitting was so hot - no newspaper, magazine or TV show was credible unless they made a reference to knitting (this was just before 'blogging' started to take shape, so it was still pre social-media!)! This is a "cool" party in Paris, curated by Lida Hujić, attended by opinion formers and taste-makers. If you not there, you simply were not part of the "in crowd". The mainstream TV channel M6 came to film.
How knitting became cool (in other words a trend that influenced mainstream consumption) is a major theme in The First to Know book, brought to life with films, click on "cool knitting"/Craft Rocks. It started as a small gathering of arty types (DILLIGAFs in TFTK's Trailblazer Web, who became "famous" over time - and today are opinion formers and taste makers while new innovators are challenging the status quo). They were knitting in a pub in east London at the turn of the Millennium and from there, over time, it went global. TFTK's founder Lida Hujić was at the heart of this movement, the "strategy" behind the "creative". By 2008, Mark J. Penn, who was chief campaign adviser to Bill Clinton among other clients of that calibre, listed "knitting" as "one of the most influential micro-trends shaping global youth culture" in his same entitled book.