Super Folk

As explored in trends such as Rurbans and Form Follows Emotion, some designers are heralding a return to modest products that are built to last for generations rather than seasons, celebrating artisanal skills, tradition and heritage. At the same time consumers are looking for more than ubiquitous mass-produced goods and seeking original, authentic products made with longevity in mind. For these savvy consumers, buying fewer but better is the new mantra. Simplicity, honesty and sustainability are central.

By Kate Franklin