DREWspective

Last year during a job interview, I made a prediction that there would be greater demand for customisation, or individualism in consumer products. People would be fed up of buying prepackaged, catch-all consumer products, and might even go as far as turning to scrapbooking and crafts to fill their needs.

Well, since I made that prediction, big names are slowly starting to offer options. W H Smith now sells a few limited scrapbooking supplies, mostly for cardmaking. Online sites have sprung up which allow you to have tailor-made clothes made. And, more recently, Nike launched a site where you can buy customised trainers.

I was tempted, and finally gave in a few minutes ago. I’ve just ordered the most expensive pair of trainers I’ve ever bought—priced at £81.50 including postage—from the Nike iD web site. You’ll get to see them once and if they arrive.

Maybe the customisation options aren’t as deep as I’d like; I’m very fussy about customisation and I like to have everything my way. With the trainers I chose, for example, I would love to have had an option to upload a custom ID graphic, or in the very least to change the size of the ID text. But I am pleased with the end result. I just hope it looks good.

I do think Nike trainers are incredibly expensive, I don’t agree with their use of sweat shops (oh yes, they use ‘em), and my brand of choice, if I had to choose, would be Adidas. But I will admit, the one pair of Nike trainers I’ve worn were very comfortable, and they lasted for about four years (without being cleaned!).