Why Gen Z Buyers Are Choosing Handcrafted Over Fast Fashion

Fast fashion once ruled the closets of young buyers. It was affordable, trendy, and easy to find. But something has been shifting in recent times.  

Many in Gen Z are no longer drawn to speed or short-living trends. They seek products  that feel personal and carry a story. Small irregularities, uneven weaves, or tiny marks don’t bother them. From handmade pottery to handwoven textiles, the appeal now lies in the human touch behind each creation.

Studies reflect this shift.

The Market for Craft report by the Crafts Council reflects this shift clearly. It found that Gen Z buyers are turning to handmade pieces far more than the average buyer. In the past two years, 56% bought ceramics, 52% bought jewellery, and 42% chose handmade textiles, all higher than other age groups. 

On average, they bought eight handmade items and spent about £104 on their most recent piece. Around 16% even knew the maker’s name.

Old Craft, New Spirit

Much like how ceramic artists are reimagining clay forms or jewelers are returning to traditional techniques, weavers are spinning legacy and modernity into their craft. 

Once considered traditional, handloom now fits naturally into everyday wear like shirts, co-ords, dresses, and jackets. The weaving stays true to its roots, but the look feels simple and modern. It’s a sheer mix of comfort and craft that connects well with Gen Z. 

Cultural Context: The Broader Shift

All over the world, young people are rediscovering the value of craft and slowness. Bel Jacobs’ BBC feature “How a Traditional Craft Became a Gen-Z Statement” shows this through the example of embroidery.

In her piece, Jacobs explains how embroidery, once seen as something old-fashioned, has become a way for Gen Z to express themselves. 

Young people are stitching by themselves, adding small marks, patches, and textures that make each piece personal. Just like the uneven weave of a cotton kurta or a faint line on a Jamdani dupatta, these details remind them that fashion can have warmth and honesty.

The return of embroidery and handloom comes from the same place - a wish to feel connected to what we wear. Whether it’s a handwoven fabric or a thread sewn onto denim, both carry a trace of human effort. 

Chase Not Perfection, Celebrate the Story Behind it

Whether spun, stitched, carved, or shaped, handmade work carries a flow that machines can’t mimic.

At TuDuGu, we believe fashion should feel real. Every piece we curate comes from the hands of artisans who shape, weave, and craft with care and thought. You might notice an unfinished thread here or a shade that turns out softer than you expected. 

That’s where the soul of the craft lives. 

When you wear something from TuDuGu, you carry a part of someone’s story with you, a story that’s raw and beautiful.