Make Britain Make Again
In search of the sugar rush of short term profit, Britain has sold out.
We are plagued with the horrid habit of hollowing out our iconic brands and supply chains — with disastrous consequences.
It’s terrible for economy, communities, and the nation’s spirit.
We cannot turn the clock back.
Yet, from the ashes, perhaps we can forge something new.
I want to trigger a renaissance in British making and manufacturing.
To do so, the world — at home and abroad — needs to once again fall in love with the magic of British making.
We need to redirect our attention and our cash back towards sustainable, British making.
However, amid the AI-turbocharged attention-rotting marketplace of ideas, it’s an uphill battle to get people to see the deep economic and cultural value in making things locally.
Thus, I am launching the Nation of Artisans project, to seduce the nation and wider world to worship at the alter of British craftsmanship and innovation.
My quest begins with showing people how it’s all made.
In 2025, I’m embarking on a step-by-step journey to design, craft, and sell an entire wardrobe of clothes — entirely in the United Kingdom.
From underwear to outerwear, from socks to shoes, I’m going to travel around the nation — making things and inviting people every step of the way.
Through a combination of writing, films, events, and all sorts of other strange content, I hope to (re)spark the passion for British making.
From the shoemakers of Northamptonshire and the Gansey makers of Yorkshire, to the potters of Stoke and the bodgers of Herefordshire — I’m going to see it all.
Whether it’s tiny workshops or mega factories, the mission is to return Britain to it’s rightful place as one of the great Workshops of the World — albeit with less pollution and child labour!
First, I’m making boxer shorts. Then: socks, shirts, trousers, belts, jackets, jumpers, shoes, scarves, gloves, and a coat.
There will also be all sorts of wild side quests and adventures, at home and abroad.
I intend to build in public. All are welcome to join.
If you have ideas for what to do, where to go, and who to meet please get in touch. The more the merrier.
Louis Elton
February 2025
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