Your Grandma’s Craft Goes Gen Z
The granny square—that quintessential 1970s crochet motif—experienced an unexpected Gen Z revival starting in mid-2020, transforming from dated craft to TikTok phenomenon. Young crafters discovered the meditative repetition of hook-and-yarn created colorful, portable projects perfect for pandemic anxiety management.
TikTok’s #GrannySquare accumulated 500M+ views as creators shared hypnotic close-up videos of yarn being worked into squares, satisfying pattern completion, and ambitious blanket assembly. The craft’s modular nature appealed to beginner-friendly skill building—master one square, repeat infinitely. Bright, chaotic color combinations rejected traditional coordinated palettes for maximalist joy.
The Crochet Economy Boom
Yarn companies reported unprecedented demand from 18-24 year-olds, a demographic that barely registered pre-pandemic. Lion Brand Yarn’s 24 Granny Square Afghan pattern became their most-downloaded free pattern ever. Indie dye companies sold out of hand-dyed yarn within minutes, with some reporting 800% sales increases in 2020-2021.
Michaels and Joann Fabrics saw crochet hook shortages as TikTok tutorials sent millions of beginners to purchase starter kits. Clover Amour ergonomic hooks became status symbols in crafting communities. The hashtag #CrochetTok (2.8B+ views) created an entire subcommunity sharing patterns, yarn hauls, and work-in-progress updates.
Beyond Blankets
While granny square blankets remained iconic, crafters expanded into wearable items: bucket hats, cardigans, tote bags, and tops. Harry Styles’ JW Anderson patchwork cardigan (2020) became the most recreated crochet garment, with thousands of crafters sharing their interpretations. The original designer released the free pattern, generating global participation.
The craft’s accessibility—requiring only a $6 hook and $4 yarn to start—made it pandemic-perfect. The tactile, meditative nature provided screen-free anxiety relief. Completion provided dopamine hits during depressing news cycles. By 2023, crochet maintained its Gen Z foothold, with granny squares serving as the universal gateway to fiber arts.
Sources: Lion Brand Yarn sales data, TikTok hashtag views, Vogue (Harry Styles cardigan phenomenon), Michaels investor calls