Released on: October 9, 2007, 10:00 pm

Press Release Author: Lion Brand Yarn Company

Industry: Marketing

Press Release Summary: Mark Penn\'s popular new book \"Microtrends\" finds that many
high tech teens are also into low tech knitting and crochet.

Press Release Body: Manhattan, New York - October 6, 2007 - With all of the tension
and gadgets that come with being a teenager in a high tech society, many teens are
turning to low tech knitting and crochet as an outlet for entertainment, socializing
and stress relief. According to Mark Penn\'s bestselling book, Microtrends, \"Teen
knitters aren\'t some reclusive, anti-technology faction. Thousands of members of
MySpace, the wildly popular social networking site, affiliate with knitting
subgroups, suggesting that today\'s teens are comfortable with having their high tech
and low tech sides -- well, meshed together.\"

Mr. Penn believes there are several factors involved in the growing popularity of
teen knitting. The first is the social aspect of actually gathering together with
other people that also knit. In Microtrends, he says, \"Knitting is like MySpace,
with groups gathering to do it communally\". He also believes that part of the appeal
is that knitting is skill-oriented and, like video games, it also offers the chance
to take on increasingly harder challenges. Last but not least on his list, \"Teens
are increasingly looking for a break from 24/7 connectedness and from the college
prep intensity that can begin in pre-K.\" Mr. Penn notes that the repetitive nature
of knitting is very relaxing and offers teens calming relief from the stress of the
day. The acceptance of knitting and crochet by teens as well as the reputed health
benefits has even prompted teaching institutions such as the independent Waldorf
Schools to include knitting and crochet in their curriculum.

\"It\'s very exciting for us to see teens embracing knitting,\" said Ilana Rabinowitz
of Lion Brand Yarn. \"In addition to more traditional knitters and crocheters, we are
seeing everyone from skateboarders to techies express an interest in crafting with
yarn. This tech-savvy generation has embraced blogs, podcasts and other online
resources as a way to share their interest in knitting and crochet, as well as learn
more about these hobbies. "

About Lion Brand Yarn Company
Lion Brand Yarn Company is a 129-year-old entity and is America\'s oldest hand
knitting yarn brand. Founded in 1878, the company began operation in New York and
has been a leading supplier of quality hand knitting and crochet yarns ever since.
Throughout its history, Lion Brand Yarn has been at the forefront of yarn trends
while consistently providing its customers with the highest quality product, service
and inspiration.

Media contact:
Ilana Rabinowitz
Lion Brand Yarn Company
34 West 15th Street
New York, NY 10011
(212) 243-8995 ext. 51
Ilana@lionbrand.com

Web Site: http://www.lionbrand.com

Contact Details: Ilana Rabinowitz
Lion Brand Yarn Company
34 West 15th Street
New York, NY 10011
(212) 243-8995 ext. 51
Ilana@lionbrand.com