The phrase “Make Do and Mend” came out of the World War years, when everything was rationed, including clothing. The British Ministry of Information released a pamphlet with this title, advising women on how they can make their families’ clothing last as long as possible, as well as other hints on how to retain style with what little was available.
There are more in-depth explanations on the pamphlet and its history here and here, and some examples of the advice in the pamphlet are listed here.
Back then, people were encouraged to “make do” with what they had available, and “mend” rather than buying brand new. The war effort left them with little choice.
The phrase “make do and mend” enjoyed a small renaissance during 2008 global financial crisis, when people were again encouraged to mend, or fix, rather than buy brand new. Other phrases coined at the time, like “recessionista”, show that people were being more thoughtful about their clothes and what they spent in order to be stylish.
But rather than a war – this time it was the credit crunch that made people think twice about their fashion.
In the 2000s, the craft and DIY movement was also experiencing a renaissance. I personally think it was the online craft sphere that reintroduced the world to “Make Do and Mend” – after all, it ties in so well with the DIY and craft ethic and the growing environmentally-aware philosophy. I also remember seeing a number of cute cross-stitch patterns (like this one) celebrating Make Do and Mend at the time.
People probably aren’t so concerned about being recessionistas anymore, and possibly aren’t too concerned about making do and mending anymore (disappointingly…) but the craft and DIY ethic is still going strong.
In fact, it’s gotten to the point where it’s fashionable to have a pair of knitting needles in your hands. At least, that’s what Sportsgirl, an Australian women’s fashion brand, think. I walked past one of their stores this week and felt a bit ill to see this in their window display:
Sportsgirl's window display in April 2011
There are some better photos by other people here and here.
Yes, “Make Do and Mend” in great, big letters on the shop front. The models are sporting knitting needles and are posing on granny square rugs.
Don’t misunderstand – Sportsgirl are like every other high street fashion brand – cheap clothing generally made from synthetic materials or conventional cotton, in cheap labour countries like China, Vietnam or Thailand. They don’t sell sewing equipment, they don’t sell fabrics or yarns, they don’t teach you how to sew or repair clothing, they don’t even sell second-hand or vintage clothing (rather, they’ll sell you brand new clothes that look vintage).
They’re just out to make a buck on throw away fashion.
And they’ve completely misused the phrase “Make Do and Mend” to try and sell this month’s fashion line. I’m assuming that they’re appealing to the craft crowd, or at least those who want to be in the craft crowd, looking hip with a crochet hook. Because I don’t think for a second that Sportsgirl are actually trying to tell their target audience that they should make do with what they have and mend instead of buying brand new…
Looking around online, it seems like the irony of Sportsgirl’s ‘Make Do and Mend…by buying brand new’ message isn’t lost on others. I also like what Miss Pen Pen pointed out – the display has a crocheted Afghan held up by giant knitting needles!
Other people seem to think that the marketers have missed the point of the “Make Do and Mend” message. I’m more cynical. I just don’t think they care beyond how many sales it can ring up.
This kind of marketing schtick makes me angry. I don’t think that the two competitions that Sportsgirl are running (best DIY fashion and starting knitting groups) can be considered anything more than lip service to the DIY and craft ethic that they’re milking for this campaign. All of this is just trying to cash in on what’s currently fashionable, by selling the exact opposite of what the message intended.
I was really irritable about this all day, and only cheered up when I learned that Corinne Leigh, formerly of ThreadBanger, had started up a new DIY/Craft blog called Craftovision – yay! It’s like ThreadBanger is alive again!
DIY or Die!
*snip snip snip*
Currently Listening To: Wake Up by Rage Against the Machine
I had the exact same thought!! I walked past the display and burst out laughing at the irony of it! At least I can look super cool now when I take my crochet on the tram
Good luck on the stash busting, I can’t wait to see what you come up with!
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