Needlefruit Sewing Lounge

Sewing for dudes

Sewing isn’t girly.

Needlefruit needed to express their values and brand to attract the right audience for their range of sewing classes.

We found feminist-leaning women chose not to sew because of gendered stigma.

Taking a showing-not-telling response we designed a sewing course for ‘dudes’. This disruption showed male identifying people sewing. Affecting the bias to reframe the activity.

The result was positive word-of-mouth and earned media in local press and blogs leading to a fully booked series of classes.