A revamped, vintage Butterfly sewing machine on display at the Shanghai Sewing Machine Store. Photos: Yang Zhenqi/GT

If you have ever marveled at the formidable power of time, you would know how it constantly consumes, changes and creates new possibilities from seemingly nothing.

A testament to the wonder of time is the successful revival of Warrior, an old Shanghai sneaker brand that, for the last two years, has become a massive retro hit with international fashionistas. And another brand back after a two-decade-long absence is the Butterfly, another vintage, local marque that specializes in home sewing machines.

The history of the Butterfly can be traced back to 1919 when the Shanghai Xie Chang Sewing Machine Factory was set up to produce the very first batch of domestic treadle sewing machines in China. For nearly half a century before that, machines had been imported from the US from the early 1870s.

A new, sleek Butterfly sewing machine on display at the Shanghai Sewing Machine Store. Photos: Yang Zhenqi/GT

Market leader

With the ever growing practice of home sewing in households across the city, the Butterfly was warmly received at the time of its introduction and has always been considered a market leader. It enjoyed its heyday in the 1960s and 70s when it was considered one of the four must-have items for newlyweds to own (along with a Forever bike, a Red Light radio and a Shanghai watch).

This was assuming, of course, that you'd be given the ration coupon in the first place from your work unit to purchase one of these much sought-after items. However, the ubiquity of the brand waned during the 80s and diminished drastically in the early 90s when city dwellers' acquired access to stores selling every consumer product imaginable. But in recent years, stitchwork has found a growing popularity among locals - especially young women who see the long-lost art of needlework as something of a virtue.

The machines that have heralded this comeback, however, are far more advanced Butterfly models than their 92-year-old, hulky, treadle counterpart. They are light, sleek, movable, electronic, and multi-functional with additional features and capabilities.

The revamped Butterfly sewing machines are available at the newly opened Shanghai Sewing Machine Store (51 Zhonghua Road 中华路51号, 9 am to 6 pm daily, 6330-6858).

Though the shop stocks a wide range of models by some well-established brands from both home and abroad, the Butterfly sewing machines still prove to be the most popular, according to shop manager Wu Yin.

"Things got a bit crazy when we sold some 28 Butterfly machines on a single day in late June making it a sales record. We would have never expected such a phenomenon within only a couple of weeks of opening the shop," said Wu.


Age gap

Wu admits there is a sizeable age gap between most customers who opt for a Butterfly machine: younger people who consider it "chic," and the older generation who are motivated by a sense of nostalgia to purchase one.

Wu's insight was echoed by a 60-something customer, surnamed Zhang, who bought a Butterfly sewing machine while the Global Times was visiting the shop.

"When my mom wasn't around, I was the sole seamstress for our entire seven-member family. I still vividly remember how hard I had to work with a nearly broken Butterfly machine for my siblings during those difficult years. Our life wasn't as good as today's at all. This machine makes me feel nostalgic and warm, even though it isn't exactly the same type of machine we used back then," she said.

And for those who still remember the machines of old, the shop is lucky enough to have a revamped, vintage Butterfly sewing machine.

Most of the original features have been retained in order to achieve an authentic look, while its functions have been greatly redesigned to make it more user-friendly.

The price tag for a Butterfly sewing machine, exclusive of accessories, is between 650 yuan ($100) and 1,300 yuan, according to shop manager Wu Yin. The shop also runs regular classes targeted at newbies eager to try their hand at sewing and embroidering.