By Contributing Editor Philippe Perisse de Montchenu, Fashion Reporter and Consultant
WHEN GRANNY STRIKES BACK: GOLDEN HOOK
EVERY FALL WHEN the weather starts to cool down, I get this same strange envy to knit a scarf all by myself! But even a scarf is a pain in the A...when you are not especially gifted with needles.
The idea of a hand made scarf is genuine and sweet, but it is not really as cool as having an actual one.
Luckily, Jeremy Emsellem, just twenty-five years old, had the brilliant idea to hire internet-friendly grannies to make them for you!
And they do it just as you want! Simply go to http://www.goldenhook.fr and in four steps, you can customize your product: Choose your model, select your size, pick colors and shape of the knit, and finally choose a granny to make it for you. Here's a link to a video all about it.
The grannies are to knitting what Lady GAGA is to POP music, and Golden Hook allows these ladies to turn their hobby into an extra source of income.
They are paid for each piece they make. Their wages depends on the time they spend and the size of the model.
In other words, the more you order oversized scarves, the more there are chances that Simone will spend her holidays in Hawaii.
“For this winter we are recruiting 50 extra grannies,” announced J. Emsellem. And more troops shall come in eventually, since he wish to extend his concept worldwide.
His idea is to develop a kind of Google Map in MamieLand, so where ever you are, even lost in the middle of South Dakota you will be able to connect online with the closest granny around and get your scarf done.
But if you are really lazy, or if you just want to do some quick shopping for great knitwear, you can pick in the selection designed by Maîa Krzisch, a home designer who does great bow-ties, cool ties, scarf, snoods, beanies, and even surprising jewelry!! All hand made in MamieLand. You will receive it quickly, because our well organized grandmas are perpetually replenishing the stock!
It is such a beautiful and smart concept! (Even if it is a pricy one.) But for a 100% French-made product--from sheep to yarn--they manage to guarantee initial prices around a reasonable thirty nine euros, though prices increase rather quickly.
This aside, Golden Hook is clearly one of the best web initiatives ever, with a neat social insight wrapped into an innovative and modern fashion concept!
P.S. I LOVE THEIR ILLUSTRATIONS AND THEIR WEB SITE !
Images by Philippe Perisse.
Philippe Périssé de Montchenu lives in Paris where he works as a brand consultant and fashion reporter. Having experience as an assistant artistic director, supply chain manager, collection coordinator, and export manager, he is presently pursuing a post-graduate degree at the Institut Francais de la Mode.
