Though I wonder whether they just haven't been marketing it in the right way. Take a walk around Hackney or Dalston, and you see hip young men with woodsman beards. (You know they're hip, rather than terminally uncool, because they're typically riding fixed-wheel bicycles, wearing vintage Japanese Nikes or mashing up video on their MacBooks in a dive bar or somesuch.) Meanwhile, folk music is huge among hipsters and bohemian types, with folk-inspired bands like Animal Collective and Fleet Foxes dominating what-they-used-to-call-"indie"-before-it-meant-commercial-rock playlists, bands covering centuries-old ballads, and variously folky festivals like End Of The Road and Green Man doing a roaring trade. The organic, rootsy and, yes, even slightly "naff" aspects of folk traditions are "in". (This is perhaps a reaction against the slickness and polish of commercialised, commodified cool, where the skinny-legged, electro-striped Vince Noir new-wave-indie-glam image has jumped the shark and joined the leather-jacket-and-Ray-Bans 1950s Rock'n'Roll Cool Dude look in the museum of eye-rollingly laughable kitsch; it's only a matter of time before we see breakfast cereal mascots donning the oversized black glasses, thin ties and Chuck Taylors of Indie Cool, but I digress.) Traditional crafts have also made a comeback. All these people writing songs about birds and horses for laptop and ukulele and embroidering their own messenger bags; surely some of them would be interested in Morris dancing, no?
Perhaps the mistake they're making is in expecting them to join existing, traditional Morris troupes (which are damned not by tradition but by the aforementioned aura of stagnancy that hangs over them)? Why not, instead, encourage the formation of new, hip Morris troupes, based in areas like Bethnal Green and New Cross, and advertising their presence at arts nights and ukulele jams? (Apparently the Women's Institute has done something similar and has chapters around Shoreditch and similar areas consisting of subversive riot-grrl crafters who probably wouldn't be seen dead in the more bourgeois environs of their more traditional chapters.) Then again, perhaps even that won't be necessary; if punk rockers can join Masonic lodges en masse, surely it's not too implausible to imagine hipsters joining Morris troupes, with varying degrees of irony.
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