Stitchuation

Stitchuation is my DIY needlepoint kit brand, a true one-man show. I do it all—from creating the product and designing the motifs to handling communications, advertising, copywriting, design, and everything in between.

Strategically, Stitchuation is fighting against productivity, encouraging people to slow down and commit to the dreadfully long process of stitching. In a world wired for instant pleasures–a new way of being that hasn’t done much for us–stitching offers something different: dopamine microdosing through slow, deliberate work. The designs are rethought to resonate with a new generation, making the craft feel relevant while keeping its essence intact.

Visually, the brand taps into nostalgia and Yugoslavian aesthetics. So many people who come across Stitchuation are instantly transported back to their youth, when stitching was something they shared with their grandmothers–a connection to a slower, more tangible way of life. It embraces the cozy, warm, and easygoing nature of stitching, always set against the brand’s bold, activist defiance of productivity culture.