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Knit the City Goes Legit

London yarnbombing duo Knit the City crafts a new campaign for Toyota.

It’s a far cry from confusing law enforcement.

A mere two years after police questioned them for covering a Parliament Square telephone box in a knitted cozy, British yarnbombing duo Knit the City has gone legit.

Agency Saatchi & Saatchi hired the stealthy stitchers to craft a spring-themed motif to brighten a London underpass as part of Toyota’s Positive Power campaign to promote its Prius Plug-In Hybrid vehicles. The cars will support a range of activities over the next few weeks, including transporting the 150 balls of yarn needed for this installation.

Yarnbombing, or graffiti knitting, is a worldwide movement aimed at perking up dreary urban structures through knitted and crocheted adornments.

Toyota sees its cars brightening up the environment the way Knit the City’s founders--who go by code names Deadly Knitshade and The Fastener--regard their mission. Says Knitshade: ““Knit the city are about taking hold of forgotten public spaces and giving them soul through their colorful woolly creations.”

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