CRAIG WHITTET

FILE TO FILE

The first entry into our design and technology lectures was by Craig Whittet, the head of the PDE department, who gave us an interesting presentation on how manufacturing and design of quality products has changed over the years. We were told that this presentation is constantly evolving and has changed over the years. The title given this year was ‘File to File’. While it was not immediately clear as to what this title exactly meant, it became clear over the next hour. This was about the transition from traditional manufacturing methods, using a file, and how with modern technology this has simply been reduced to using a computer file.

What I took from this presentation was that it was about manufacturing and the value of craftsmanship to the consumer. We were shown a variety of different designers and brands such as Manolo Blahnik, Tricker’s, Brooks and Vitsoe. These are examples of companies who create relatively high-end products that have a focus on quality of craftsmanship built into their heritage. I found the section on Tricker’s very interesting as it made me think back to a project we carried out in our second year when Craig was out tutor where we had to research heritage brands. During this I looked into Dr Martens Boots who create similar products to Trickers, but are significantly more popular and widely known.

Trickers Bourton Country Shoe

Dr Martens 1461 Oxford Shoe

You can see how something becoming ‘mainstream’ and ‘commercialised’ like Dr Martens can have an effect on the product and the craftsmanship. The burst in popularity of the boots led to the manufacturing being sent overseas and leading to a poorer quality product. Many people still wear vintage Dr Martens from 10 or 20 years ago however the newer models will likely never last this long. In comparison, Tricker’s has been manufacturing their boots in the same factory as they always have with Craig putting an emphasis on the hand-made attention to detail they put into their products. Craig even highlighted how he has had his own pair of Trickers for around 10 years and they still look in great condition. I thought it was interesting to think about these two ‘Heritage Brands’ and the similar products they make. How popularity and trends as well as the heritage of the brand influence how people spend their money. Many people will take their money to Dr Martens to buy an arguably stylish boot, but one that may not last very long. In an increasingly throw away culture of fast fashion are people still willing to pay for quality products?