Sewing classes across the United States are currently fully booked, with a notable surge in young people learning the craft. According to The New York Times, this burgeoning interest in personal tailoring and repurposing clothes is primarily attributed to the deteriorating economic conditions in the US. This article delves into whether a similar trend is taking hold in Russia.
The art of sewing has truly captivated Generation Z. The New York Times reported on this widespread fascination in the US, but it appears that in Russia, too, the younger generation has developed a passion for making clothes, following in the footsteps of hobbies like pottery. What are the underlying reasons for this trend? And why are they choosing to sew when an abundance of ready-made clothing is readily available in both offline and online stores?
Sewing and tailoring courses at American community centers are consistently at capacity, predominantly filled by high school and college students. The New York Times attributes this phenomenon to the struggling US economy, suggesting that ready-made clothing has become so expensive that young people find it more economical to purchase items from second-hand stores and alter them to fit. Statistics indicate that one in three Gen Z individuals in the US adopts this practice.
While Russian media haven`t conducted similar comprehensive studies, young people in Russia are also increasingly drawn to sewing. Their motivations extend beyond mere cost-effectiveness, encompassing a desire for unique self-expression in a mass-produced fashion landscape, and an embrace of sustainable recycling principles. Anastasia, a resident of Moscow, shared her experience of altering second-hand clothes for personal use, not for sale:
“I don`t necessarily use second-hand items to create entirely new garments. I tailor them to fit my size or preferred style. It`s much more convenient than trying to find a specific item I`ve envisioned on marketplaces or in stores. Instead, I can take second-hand clothes, help the environment a little, and create something with my own hands. The main reasons are, yes, it`s cheaper. Also, it`s essentially the same clothing, just as a form of repeated consumption, which is very beneficial for nature. For example, millennials often embraced overconsumption, buying things from stores and then discarding them. But it`s possible to reuse items.”
When asked if she noticed a similar trend among her friends, Anastasia replied, “Among my acquaintances, yes, most of them adhere to this.”
Anastasia never attended specialized sewing classes, acquiring her skills through school craft lessons and from her mother. Despite the current market`s abundance of clothing options for every taste and budget, the interest in sewing persists.
A simple search on Yandex (a major Russian search engine) reveals countless tailoring and sewing courses. This indicates a significant demand, not just among young people, as confirmed by a sewing school in St. Petersburg:
“People of all ages come to us; typically, we enroll students from 16 years old up to any age. The average age is around 30-35 years. We offer several programs for beginners, including pattern making, design, and sewing skirts, blouses, dresses, and trousers. The most basic program, totaling 105 hours, costs 58,900 rubles for the entire course. There`s also a program for knitted items, also including pattern construction, for 36,900 rubles. A third option, where we don`t teach pattern construction but sew using ready-made patterns, costs 28,900 rubles for the full course.”
Individuals learning to sew are often driven by the ambition to launch their own fashion business, whether it`s an apparel brand or a tailoring studio. Alexander Malyugin, founder and CEO of “Malyugin Manufactory,” noted the significant presence of young people among aspiring tailors:
Alexander Malyugin
Founder & CEO of “Malyugin Manufactory”“The economic situation is pushing people towards this. It has simply become more acute in the States, and it truly is a means of survival. But, generally speaking, it`s the very first thing a person might start doing in difficult economic situations. Firstly, there`s a low barrier to market entry. What does a sewing machine and a room entail? That`s how we started ourselves. Secondly, it quickly satisfies demand. Meaning, you can quickly turn it around, quickly sew something, quickly present it to the market, and make a profit. Thirdly, it`s also an opportunity for self-expression. Fourthly, the phenomenon of marketplaces leaves no one indifferent. As a starting venture, it`s an excellent business; I know many people like that. Furthermore, since 2017, I`ve taught courses in a sewing workshop at the Fashion Factory School. I`ve seen young people, Gen Z specifically, who want to sew, knowing nothing about it, but eager to express themselves and earn a living.”
According to Alexander Malyugin, his own sewing production facility employs many young individuals. However, he notes that the sewing industry still faces a severe labor shortage. Despite the increasing popularity of sewing as a hobby, not everyone is inclined to pursue it as a manufacturing career. Consequently, many Russian apparel brands are forced to outsource their production abroad.
Rupert Blackwood 
Clement Ashworth