Tuesday, April 24, 2012

Artisanal Angst?

People sneer at the word Artisanal. I don’t know why. 

I totally get it. I don’t want to sit at a desk all day. Could I survive with my own line of brandied cherries or custom dog scarves? Can we simplify—build that pizza oven and not work for The Man? Can I learn a craft, and learn it slowly and thoughtfully? Can I wrap it in pretty fabric and attach a letter-pressed card made out of old tissues?

What is the threat anyway? Does it matter if I buy $7.00 mustard or shop for blue eggs? Is my support of these companies a threat to big business? Are they not the American Dream? I love finding special chocolates made from beans that were tickled to death by dwarf bunnies. I love going to New Amsterdam market and Smorgasburg and Hester Street Fair. I love Farmers’ Markets and canvas bags. I love the Fair Trade, the locavore and the heirloom. I love hipsters.

NYMag article that causes a lot of sneering.

JustAwesome’s video. Worth every minute (seven). Please repost it, if you like it.