The Apple co-branded knitted phone bag is expensive, but young people have "substituted" it with handmade versions, completely shocking the market. This is not only a sign of the awakening of consumer rationality, but also a declaration of cultural confidence between "handmade" and "big brand" - my life doesn't need logos to define it. The uniqueness of each stitch and thread is the true luxury.
"Isn't this a pair of stockings?"
Recently, an iPhone Pocket co-branded with Issey Miyake was launched on the Apple official website, causing many netizens to raise their eyebrows in astonishment.
What's even more astonishing is that this simple knitted phone bag, with a price so high that it's shocking, sold out within less than 30 minutes of its launch.
Due to the shortage of stock, there even emerged a phenomenon of price hikes in the market.
Almost simultaneously, another story unfolded in every corner of the internet.
Countless young people followed the diagrams that were widely shared on social media and skillfully crocheted "alternative versions" of the Apple pocket.
Excluding the cost of materials, the cost might be less than 20 yuan.
On one side was the "official genuine product" priced at nearly 2,000 yuan, and on the other side was the "handmade replica" full of ingenuity.
This seemingly unequal competition precisely reflects the consumption concepts of some young people in the present era.
This "pocket" of Apple's was not an impulsive decision.
If you have a basic understanding of Apple's "history of peripherals", you will find that this is almost an inherent part of its business model.
In 2004, when many people were still unaware of what the iPhone was, Apple's flagship product was the iPod.
So, Apple launched a set of colorful knitted "iPod Socks", calling it a protective case.
The price of a pair of socks was close to 200 yuan, and at that time, some people even made jokes about it.
But after it stopped production in 2012, it transformed into a collectible item. It was once sold for 600 yuan abroad.
Looking at last year, the Apple Watch strap jointly produced by Apple and the luxury brand Hermès, Tricot Single Tour.
It was priced at 2,699 yuan and still attracted many people to flock to it.
The trend of "association equals sky-high price" has also spread throughout the fashion circle.
Prada sold a woolen brooch that could be sold for nearly 10,000 yuan.
A basic scarf from Fendi was also priced so prohibitively.
These items stripped away their complex functions and returned to the simplest form.
Then they were priced with a huge logo or the name of a legendary designer.
However, times have changed.
Today's young people, especially the Z generation, grew up in an environment where there is plenty of material wealth and information is transparent.
Their attitude towards big brands has long shifted from "admiration" to "equal regard" today.
For instance, ordinary knitted phone cases on the market cost less than 30 yuan, while the price of iPhone Pocket is over 60 times that of them.
Therefore, they choose not to pay for "vanity", and create more affordable and meaningful "substitutes" by themselves.
In the eyes of young people, the value of a product should be reflected in its material, craftsmanship, uniqueness of design and practicality, rather than relying on a trademark.
My style is defined by me, and individuality surpasses the logo.
Of course, some consumers have expressed their appreciation for the design of Apple's pocket:
"It can be used as a fashion accessory and also for holding a phone. I've always wanted to buy one like this."
The key point is that appreciation doesn't necessarily mean having the "original version".
In communities like Dior, tutorials on how young people modify custom iPhone Pockets with plush gloves and socks have become very popular.
This is the ultimate pursuit of personalized expression.
They don't want to look or carry the same as others.
Handmade production precisely achieves this uniqueness.
When standardized products provided by big brands fail to meet individual needs, creating by hand or finding niche alternatives becomes a better solution.
The most important thing is that experience is more important than possession. The "certainty" brought by handcrafting meets the psychological needs.
Perhaps this is the transformation of consumption concepts, from possessing material things to enjoying experiences.
Moe, a crochet enthusiast, expressed the sentiments of many handcrafters:
"The greatest charm of crochet is the sense of achievement. When you focus on crocheting, you can get rid of impatience... Once you start, it's very hard to stop."
Crochet offers a rare sense of "certainty" and "control".
By investing time and patience, one stitch at a time, you can achieve a tangible and tangible result.
The sense of achievement brought by this immediate and real feedback is incomparable to the satisfaction of purchasing a luxury item with a credit card.
The handcrafted works led by the "Weaving Ladies" carry meanings far beyond "saving money" or "opposing consumerism".
Essentially, it represents a deep cultural confidence.
In the past, we once looked up to Western fashion and regarded it as the standard, believing that the designs of big brands were superior.
Today's young people, instead, have regained confidence in handcraft, local wisdom, and the true feelings within.
The power to define beauty and value does not lie in the hands of a few luxury brands. I can create my own beauty in my own way.
When they saw an interesting design, their first reaction was not "Wow, so amazing! I'll save up to buy it."
Instead, it was "This idea is good. I'll see if I can make it more fun and more unique."
This is the calm mindset of "You can do it, and I can do it even better."
From blindly following trends of logos to rationally evaluating values; from chasing external symbols to focusing on inner experiences.
From worshipping Western fashion to rediscovering the warmth of local craftsmanship.
This small crochet hook not only creates a mobile phone bag, but also represents the rise of contemporary cultural confidence.
The world may be noisy, but there are always people who choose to spend time weaving their own beauty.
This is the most gentle and also the most powerful declaration.
