This paper brings up cultural meanings on craft; expressed by the craft practitioners themselves. What producers in both companies tell about work practices; inspiration; how they relate to the textile tradition etc. is discussed. Their definitions of the concepts craft; art craft; sloyd and design are especially highlighted. This is important since debate regarding craft as material expression versus craft as conceptual art implies different focuses when it comes to what counts as important knowledge - skill in using the proper raw material and technique to make useful products; or skill to materialize ideas in creative ways?