The New Alternative Craft - Essay Example

The New Alternative Craft New alternative craft can be described as unconventional, eccentric or exceptional. It however, takes a leaf from the mainstream art in terms of creativity and creation. In the new age today, younger artists have attempted to revolutionalize the aspect of creating by incorporating skill and spontaneity in design to have an alternative end product in crafting. The conventional aspects of art are constantly brought out in a fresh through reinvention, repurposing and redirecting of objects according to (Engestrom, 2005). This study investigates the growing popularity of the alternative craft among the young people. In addition to that, there will be an exploration of three examples of new alternative craft namely: a woolen knit i-Phone case by Natalya, shaving hand soap by Elegant Rose and lastly Mother’s Day jewelry gift by Jersey maid. These three creators are random designers from Etsy.com (2013) which is a leading website for alternative craftspeople. The paper discusses the makers’ intention, the mode of production and the distribution channels that have been incorporated in the business to justify the popularity of the movement. The Rationale of alternative Craft Basically, the term alternative according to arts pundits reflects a rebellion rather than a change in conducting the business of art. Previously, creation of artistic objects used to follow certain unwritten laws and regulations which not only bound artists but set limitation for creativity as Browning (2010, p9) insinuates. In addition to that, there was massive wastage in the process of creation. Ancient art used to be so strict on dimension, depth and even the use of hue in creation of art to the extent that the essence of art was drained. New alternative craft is inspired by unique learning and creating according to ones tastes preferences and circumstances. This is the reason for the principle of DIY (Do it yourself) is very popular in this craft. Matter of fact, the principle incorporates exposure and technique in such a manner that creativity and satisfaction is achieved at the end of the day. ‘Do it yourself’ principle makes creativity worthwhile because of the limitless in boundaries of creation. The uniqueness of each object surpasses boundaries of taste, color and in many times ethnic boundaries. Through this, there is a big opportunity to reach out to more people and sell more. However, critics have come out guns blazing by questioning the intention of the alternative creators and their intentions (Buszek, 2011, p24) This study will demystify the alternative art and design in the context of the chosen examples. There are several avenues which people who have embraced alternative craft use to get their wares to the markets. These include technologically driven aspects of marketing such as the internet, the mass media and general exhibition stalls (Fredes, 2009, p10),. Some of these websites include etsy.com, from where the paper refers the objects of discussion and others such as getcrafty.com that displays hundreds of alternative creative artistic objects. Additionally, there are other avenues like fairs, markets and display exhibitions. The following segments will look at each of these segment and looks at the dynamics which each of the object operates. A woolen knit I-Phone case by Natalya This is one of the contemporary craft objects that not only is unique but severely artistic. The woolen knit i-phone case by Natalya has a design of the modern cell-phone handlers but uses a unique material and make to pass a message (Etsy.com, 2013. The maker uses wool and soft wood that does not incorporate any form of joints but through creative enjoinment. Natalya uses this design to pass a statement about fashion, creativity and lifestyle through unique settings. This design is personalized and customized using readily available materials. The main intention of the maker is to use material and design with alternative measure from the usual ‘modernized’ mechanism. The artist uses recyclable materials that otherwise would have been discarded or simply thrown away. She chooses a sector that is more linked with plastic or metallic material and creates an alternative woolen and wood object. Through this, she greatly incorporates the principle of re-use and re-application of raw materials in the alternative design craft. The mode of production used for this object is hands. According to her disclaimer, all the products similar to this are all hand woven and customized. This is a unique way of approaching production given that electronic devices such as phones and other new age gadgets use plastic as the main material for packaging. Wood and wool is one of the least expected materials to make a phone packaging material. In addition to that, this phone case passes also as an accessory for fashion sensitive people. Alternative craft seeks to do things differently from the mainstream but also seeks to create a new way of commercialization of these objects. Many of these artists, Natalya included utilize to large extent, internet and websites to sell her products. This is perhaps the reason why many young people prefer new media as an avenue for commercialization of their wares. Shaving Hand Soap by Elegant Rose Alternative craft does not only apply on exotic materials but seeks to demystify products that are seen as a reserve for few manufacturers. Recycled and re- created hand soap by Elegant Rose is another object of alternative craft. This is a shaving soap that the artist has incorporated newer oils and repackaged for commercial purposes. Found online, the soap is designed to meet the customer’s expectations. The physical design of the product includes round designs to rectangular and oval designs according to the customers need. The intention of the artist, as it seems, was to create a substitute object that incorporates modernity and creativity in its use. Elegant Rose makes her products in one of the most competitive markets not only in Australia but globally too. The mode of production which is hand gives the artist the chance an opportunity to provide a personalized touch to her products intended for the mass market. The mode of marketing which is over the internet is effective because it saves the artist time and money. Larger corporations have the magnitude and power of finance to reach to mass markets, something that most of the alternative crafters may not be in a position to achieve. Many assume that alternative crafts are in industries that utilize exotic materials for art, but some analysts agree that alternative craft applies in all industries from beauty to entertainment where creative minds can gather ideas and make unique products. Matter of fact, work inspires work according to Engestrom (2005, 1) who believes in alternative art. Many people who work in a particular field are inspired by the dynamics surrounding their work and create better things. Mother’s Day Jewelry gift by Jersey Maid Jewelry creation is one aspect of art that is basic and requires absolute creativity. Each and every piece that is made has its own qualities and design to catch a consumer’s eye. However, the only perspective that makes each of these unique is the material used. The costlier jewelry are often made from precious metals such as gold silver and sometimes bronze. In this case, Mother’s Day jewelry gift by Jersey maid is made of a recycled chain and plastic pendant with a picture of a lady (Etsy.com, 2013). The intention of the artists was to create an object that is unique but uses the mainstream material in a unique manner. The mode of production, just like the other two is hands which is the mode which major alternative artist use. She uses the online market as the main marketing avenue for her product. The above three objects are a sample of alternatively crafted object by small time designers. Each of them has a unique way of creating and finishing their products. The mode of selling is almost similar as they use displays, online sources and other usable perspectives of commerce. Alternative Craft Critique There is no doubt that alternative craft is popular among the younger generation. This is because it has variety and flexibility in its composition. However, some of anti-alternative craft propagators such as Bruce Metcalf criticize the movement insinuating that it is a shoddy movement. In his controversial speech, alternative craft often comprises with amateurs and people with little skills who do not have relevant academic skills (Metcalf, 2008). In addition to that, he criticizes the way alternate craft has no formal structure in handling its affairs. In response to that, Ulla Engestrom talks positively of alternative craft by showing how the idea gives freedom and preserves material. Engestrom shows that alternative media promotes consumption and not encourages throwing away of things. In conclusion, the paper has focused on new alternative crafts and the dynamics that surround the topic. It has investigated three examples of new alternative craft objects that include a woolen knit i-Phone case by Natalya, shaving hand soap by Elegant Rose and a Mother’s Day jewelry gift by Jersey maid. Each of these three elements has a unique way of creation, production and mode of commercialization. Ultimately the study provided a critique on the justification of alternative craft but demonstrated the reason why it is popular among young people. References Browning, A, 2010, Making it – Handmade, Melbourne: Poison Apple Productions. Buszek, M, 2011, Extra/Ordinary: Craft and Contemporary Art. Durham N.C.: Duke University Press. Campbell, M, 2009, Canvas. The Age, p.17. Engestrom, U, 2005, Draft Craft Manifesto. Retrieved on 9 May 2013 from http://ullamaaria.typepad.com/hobbyprincess/2005/03/draft_craft_man.html Etsy.com, 2013, iPhone Case, Knit Phone Case, Android Case Retrieved 9 may 2013 from Fredes, A, 2009, Handmade 3D. Barcelona: Index Books http://www.etsy.com/listing/107519976/iphone-case-knit-phone-case-android-case?ref=fp_treasury_2 Levine, F. & Heimerl, C, 2009, Handmade Nation Portland: Buy Olympia. Metcalf, B, 2008, DIY Websites and Energy: The New Alternative Crafts. Read More