Within the Swedish context, this paper sets out to describe and analyse the declining interest in work and education linked to Industrial Technology. This is made through the narratives of different agents connected to Industrial Technology. Thus, a narrative approach is adopted, supported by vocational knowing and pride as analytical concepts. The results reveal that the narratives connected to the Industrial Technology are quite paradoxical, starting with negative accounts turning into quite positive ones. On one hand, industrial work is described as easy, requiring little knowledge, and as being dirty. On the other hand, industrial education and work are described as filled with opportunities for individuals as well as for society and complex vocational knowing of which the workers and students are rightfully proud. This implies that vocational knowing and pride are shadowed by the negative narratives, which may affect the public interest in industrial work and education.