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The truth behind your favourite hipster 'craft' brands

LONDON — Long ago are the days when you could easily identify the coolest and scrappiest start-ups. You had an inkling that the guy with the tattoos and check shirt polishing his copper vats in a railway arch was making a product untrammelled by the compromises of big business. Words such as “craft”, and its crusty offspring, “artisan”, were bandied about with abandon to soothe your nagging doubts that, months earlier, you’d witnessed a drunkard urinating in that same, as-yet-unreclaimed arch.
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