Sewing, a traditional habit that crosses generations, is being reinvented by the younger ones. Singer Market Research, conducted this year with 1,223 consumers across the country, reveals that the Generation Z Already accounting for 52% of users of sewing machines in Brazil. In 2023, the participation was 43%.
According to the survey, young people aged 18 to 29 have become a majority among new consumers in the category, attracted by customization of pieces, conscious consumption and the movement of It Yourself (DIY), increasingly popular on social networks like Tiktok and Instagram.
“Generation Z is reinventing sewing. For many young people, it is no longer a skill of the past and has become a way of expressing identity, undertaking and connecting with values such as sustainability and creativity,” says Concheta Feliciano, director of marketing & e-commerce Latam from SVP Worldwide, Singer’s controller.
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Despite the advance of the younger ones, research shows that sewing remains relevant among all age groups. Millennials (30 to 39 years) increased from 61% to 65%, balancing hobby, income and creative lifestyle. Generation X (40 to 49 years) maintained stability (62%), while baby boomers (50+) recorded the highest proportional growth, from 67%to 73%, consolidating as one of the most faithful bases.
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The research gains strength in the experience of Jonatas Verly, fashion designer, modeling and sewing teacher and digital influencer of Teixeira de Freitas, in Bahia. Son and grandson of seamstresses, he recalls that he began to sew at the age of 20 for the need to express himself.
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“Sewing has come as a need to dress originally and ended up becoming a career and professional dream opportunity. Today, it is 100% of my income. The market increasingly values customized, custom and exclusive pieces, and this reflects on what I produce and teaching,” he explains.
From São Paulo, journalist and artisan Amanda Ansaldo also turned sewing into a profession after maternity. Former reporter and postgraduate in different areas, she has migrated once and for all and today brings together millions of followers on social networks acting with creative sewing on bags, necessaires, haircuts and dishcloth.
“Sewing has arrived as a hobby and became work. I had left the newsroom for over ten years and today I live in full. What grows among my students is the search for personalization: exclusive pieces, with purpose and identity. I also see many young people entering this universe through the bias of sustainability or entrepreneurship,” he says.
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The study points out that one in three Brazilian homes already has a sewing machine. There are about 23 million homes, according to a cross with the 2022 census. The highest concentration is in São Paulo, with 22% of the total.
The intention to purchase continues, reaching 79% of consumers in all regions of the country, especially the Southeast, Northeast and South, where half of consumers plan to purchase a machine.
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More than domestic equipment, the sewing machine is also today income tool: six out of ten consumers use small fashion business, repairs and customizations, while 58% sewn for personal or affective purposes. For three out of four respondents, sewing is still a pleasant and therapeutic activity.
“Social networks have transformed the way people discover and relate to sewing. Today the consumer learns, tests and even starts business from what he sees online. This attracted various audiences and overthrew stereotypes,” says Concheta Feliciano.
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An expanding market
Sewing in Brazil shows strength in different social and economic clippings. The research indicates class B predominance (40%), but significant growth of class C (31%), signaling democratization of access to the category.
According to Concheta, the entry of young people brought vitality to the sector. “They bring an entrepreneurial look, create their own brands, sell personalized pieces and move the digital economy. Many started during the pandemic and turned the choice into permanent business. This strengthens the creative economy and accelerates the professionalization of a sector once associated with domestic use alone,” he concludes.
With 70% Market Share, SVP Worldwide, owner of Singer, Husqvarna Viking and PFAFF brands, follows as industry leader in the country. The company maintains more than 300 consumer service points and a needle factory in Indaiatuba (SP), the only West.
