From music to theatre, fashion to food, we are finding ways to side-step the establishment and do things our own way. Driven by a desire for creative expression and the pursuit of individuality, people of all ages are looking to make their mark on the world.

With limited editions and product personalisation becoming a definition of luxury, there’s a new wave of commerciallydriven DIY ventures launching. Unmade collaborates with leading creatives from across fashion, art and design to create one-off garments. Customers can choose a design, modify the pattern, and Unmade will knit the bespoke piece in Central London. Combining industrial and digital processes, they are able to produce clothing at scale in a way that’s sustainable.

“27% [of young people] say that they feel very much more connected to a brand when they can put their own stamp on a product, rising to 47% among respondents from London,” according to Young Blood, a white paper exploring modern. British youth culture by creative agency Amplify.

Sports brands are leading the way in customisation. In 2012 Nike launched NikeiD, an online and in-store service encouraging customers to personalise Nike clothing and footwear. In Japan, Converse have just opened White Atelier, a store and studio space for fans to create their own All-Star designs.

In March this year Lululemon launched their second lululemon lab, an exclusive line of clothing designed and made locally with an in-house production team. The retailer invites customers to collaborate in-store, bringing a new transparency to the shopper experience. Fashion is not the only sector embracing this trend. From technology to automotive, we’re starting to see more brands handing creative control over to their customers.

Read on for examples…

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