If you are like me and have long admired the longevity, distinctive mod styling, and careful brand aesthetic of British retailer Fred Perry your heart may have skipped a wee beat when you read those words. Fred Perry Knitting Patterns? Really?
Yes, really. The gorgeous golden cardigan on the left currently retails on Fred Perry’s website at £125, but the company is also offering knitters the amazing opportunity to really re-create this look themselves – why not download the pattern for free and whip one up today!
There are eleven designs for men and women, including both garments and accessories. Every attention has been paid to the patterns’ careful vintage styling and ‘authentic’ mid-century graphic design and layout.
But sadly, the same care and attention has not been paid to the content of the patterns themselves.
The recommended yarn for these patterns is Rowan British wool Red Faced Leicester. Have you come across this yarn? Or heard of a Red Faced Leicester sheep? No, nor have I. In effect, Fred Perry is suggesting you knit this sweater with a yarn which does not exist, that grows on a non-existent sheep.
Red Faced sheep do exist:
One must assume Fred Perry is unable to distinguish between these delightful creatures and others, equally delightful, but rather different.
Sadly, the problems don’t stop there. There’s no gauge or sizing information (!), nothing about yarn weight, quantities, shades, or other materials required, and the ‘language’ of these patterns would, I imagine, confuse any hand knitter either vintage or modern.
. . . certainly this contemporary knitter could make neither head nor tail of the incomplete and oddly constructed Cabled beanie pattern, which you might imagine, would be one of the easiest designs to get to grips with. Could it be, then, that Fred Perry’s offer to “knit your own” garment from their Autumn / Winter 2013 knitwear collection is merely a sneaky marketing ruse? A way of spinning and bolstering the brand identity of mass-market knitwear through recourse to familiar ideas of the ‘vintage’ and ‘handcrafted’? Surely not!
But, when you fail to knit yourself a lovely golden Aran cardigan from Fred’s badly-put-together pattern (which fails to include instructions for the sleeves) , you can easily return to the website to purchase one ready-made. As you can see, this cardigan was “originally designed for fishermen on the Scottish isle of Aran” [sic] as opposed to the Irish Aran islands . . . you know, Fred, where actual “Aran” knitwear comes from? Perhaps the error-ridden and confusing “knitting patterns” are merely the tip of an eroneous marketing iceberg? Oh Fred! How cruelly you shatter my mod dreams!
Discussing a British brand I like and admire in this context is all the more galling as I really think these patterns are a brilliant idea. Why not engender more collaboration and interplay between high street retailers and hand-knitters? Between ideas of making and consumption? Between the world of “knit” as it is currently taught on fashion and textile courses, and the world of “knitting” as now practiced all over the world by savvy and talented craftspeople? Having had a good look at the Fred Perry Knitting Patterns, it strikes me that their single biggest problem is that they have been produced by someone who might know an awful lot about designing for Shima knitting machines, but has no understanding of the evolving descriptive vocabulary of contemporary hand knitting. With just a little more effort Fred Perry might have produced something truly innovative here, rather than this epic – and slightly cynical – fail.
All of your thoughts are welcome.
Thanks to Karie (@kariebookish), Helen (@ripplecrafts) and Benjamin (@knityounexttues) for the enlivening twitter debate which prompted me to write this post.