33. Customization

So you want a limited-edition piece? A fresh collabo? How about this for a one-of-one: [BRAND] x you. Corporations responded to the hypebeast explosion by allowing consumers to customize nearly every detail of their purchases, most notably with Nike's groundbreaking iD program. Great idea, but customizing gear is like cutting your own hair—cool if done right, but disastrous in the wrong hands. This means you.

LEADERS OF THE PACK:
NIKEiD, Vans, Reebok, Puma, Polo