A gaggle of grannies is unknitting fashion rules

KNITTING as remedy for various problems. A practice that brings together craftsmanship, transmission of skills, environmental awareness and passion, it may have been considered old-fashioned a few years ago, but it could play a key role in changing mentalities and behaviors.

That's the idea that Aurélie and John De Barros, brother and sister co-founders of the brand "Les Mains de Mamie" came up with. This 'gang' of knitters, whose name means 'the hands of grandma,' is tackling major issues such as the challenge of making fashion less polluting and shattering a slew of clichés about aging.

There are numerous ideas and initiatives for reducing the environmental impact of the fashion industry, one of the most polluting in the world, as well as to make it more ethical.

And while we're at it, why not foster connections between generations? These three pillars were at the origin of the ready-to-wear brand 'Les Mains de Mamie,' created by French entrepreneurs Aurélie and John De Barros.

The idea behind the brand is to give clothing "a role to play in intergenerational solidarity," as Aurélie De Barros explains to ETX Studio. It's not only about working for the planet, but also about "valuing transmission of knowledge and the preservation of skill sets."

The label, which originated in Marseille, is completely different from a classic fashion brand. Although it may have been started by two 30-somethings, its essential basis is the experience, dynamism, and craft skills of a genuine gang of grannies -- unparalleled knitters whose daily work consists of making clothes for younger generations.

But it's not just about fashion, it's also -- and above all -- about valuing the skills and talents of our society's elderly members as a preventative tool to combat isolation of this demographic.

Creativity - a weapon to fight solitude and isolation

Sister and brother Aurélie and John De Barros got the idea when their paternal grandmother was beginning to lose her memory due to Alzheimer's. They were inspired to come up with a project that would not only illustrate just how valuable the elderly are as members of society, highlighting their knowledge and skills, but also bring them out of the isolation that they often find themselves in.

A large-scale issue, considering that in France nearly two million seniors were isolated from family and friendship circles in 2021, compared to 900,000 in 2017, according to figures published by the association Les Petits Frères des Pauvres.

The 'Les Mains de Mamie' brand was inspired by a desire to bring these grannies together around a common passion, to create connections and foster exchange, and to help them to feel useful through a purpose, an activity that puts their legendary finger work in the spotlight.

"I've met some wonderful people thanks to 'Les Mains de Mamie!' Because through this common passion we have for knitting, I've created sincere, strong bonds with other knitters.

And knitting also acts as a form of therapy for me: when I'm concentrating on my work, I think less about my little ailments. Feeling useful changes your life," says Mamie Mauricette, one of the 40 experts making up this 'Mamie gang' [gang of grandmas].

Mamie Mauricette is also a great-grandmother and a fan of the Olympique de Marseille soccer club. Likewise Mamie Jo, one of the first knitters to have joined the adventure, notes "Nothing is more important than staying in the swing of things. Being active helps us forget the ills that our advanced ages might bring us."

This group of grannies, whose ages range from 50 to 80, in a way offers the members a kind of new life. Already in retirement, they have taken on the status of being self-employed for the purposes of this new creative adventure. Which also helps them top up their revenues, but also more than that.

"It's a really great feeling to know that there is no age limit for starting a new project. If I am lucky enough to make it to the age of a hundred, and if other challenges were proposed to me, I would take them on wholeheartedly," says Mamie Jo. Starting all over again after retirement isn't always easy, but it has also allowed these knitting enthusiasts to keep up with the times -- in all areas.

"I had to take up a self-employed status, despite my horror of paperwork, to top up my retirement income, but thanks to the internet, I learned how and created my own small business that helps others learn to knit. It just goes to show that you can learn something at any age!" says Mamie Mauricette in turn. It's all about passing on knowledge.

Creating connections between generations

One of the brand's missions is to combat isolation of the elderly, while highlighting their desire to learn and be useful to society, but another mission is also about knowledge transfer, especially to younger generations. "We're convinced that clothing has a role to play in intergenerational solidarity.

That's why we advocate a new approach of producing fashion through the heritage and expertise of our elders," explains Aurélie De Barros. The Mamie gang not only hand-knit the brand's collections, but also participate in photo shoots for the campaigns, meet every month for 'granny brunches,' and lead DIY workshops for all generations.

Indeed, for several years now, knitting and crocheting workshops are no longer just the domain of the elderly -- far from it. It's even safe to say that younger generations are genuine enthusiasts when it comes to these practices, which are now very popular on social networks.

Just look at TikTok, the favorite social media of Gen Z, where there have been no less than 2.5 billion views for the hashtag #knitting, in addition to a host of tutorials. Proof that young knitters are interested in learning from their elders in order to be able to skilfully execute a practice now seen as an alternative to fast fashion by a growing number of young consumers.

And to enhance these connections, the gang of grannies slips a small signed and personalized note in each order, a symbol of transmission and a way to create a link. "At a time when everyone is on their own, creating a link is very important.

When I finish my work and I add a little note for the person who ordered this article, I imagine her wearing it, I have a thought for her and when she receives it, she will know that it is me who made it specially. We communicate without knowing each other and it feels good. It's a little bit of us that she will wear, it brings us together and enables us to perceive a less selfish side of the world," explains Mamie Mauricette.

Promoting slow fashion

All these commitments honoring grandmothers almost cause us to forget that this is, above all, a fashion brand, based on the concept of manufacturing collections by hand, in France, from high-quality materials, and exclusively on special order to avoid waste.

Here the motto is slow fashion, as opposed to fast fashion, which currently generates mountains of waste. The gang of grannies knits custom-made sweaters and cardigans from mohair, silk, or alpaca wool, as well as tops, clutches and crochet accessories. Unique items with less impact on the planet.

After three successful years, on a social, environmental and creative level, the concept is expected to grow quickly with a gang of grannies that is also expanding rapidly. "We recently participated in [a French TV show that aims to put business associates together], and convinced an investor to join us.

This will allow us to accelerate the projects that we have been working on for a long time, namely to improve our sweater and vest customization service, as well as to create more links between our grannies and our customers during the knitting process. We hope that this will also allow us to discover new stories and to meet new grannies who want to join the adventure," says Aurélie De Barros. All of which can help further unravel the codes of fashion as well as stereotypes related to age.