Scroll TikTok for five minutes, and you’ll see it: WIP (work in progress) Wednesdays, with hands yanking needles through canvas, stitches lurching into internet-adjacent slogans and graphics. Needlepoint, long dismissed as the hobby of bored retirees, is suddenly everywhere, embraced by younger millennials and Gen Z with the fervor we’ve only seen reserved for niche Pilates classes and green beverages.

Maybe unconsciously, it’s a rejection of frictionless culture and tools that deliver numbness. Needlepoint is slow by design, inefficient by nature, and impossible to multitask. You cannot optimize it. You must sit with it. And whether we like it or not, we’re all ruled by synthetic urgency.

“In our increasingly digital world, the ‘things’ we can make are missing the tactile, hands-on sensorial element that really releases that rush of endorphins,” points out Emily Cristoforis, Head of Strategy at Sister Mary. “Beyond needlepoint, the rise of crafts like pottery, knitting, painting, cooking, all speak to this base-level human truth that making something with your hands delivers a type of deep satisfaction that typing on a keyboard just can’t match.”