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What’s in a name? The terrific, trashy rise of personalised fashion
Whether it’s lurid, hip-hop-style tribute tees or monogrammed socks, making a personal mark on the things we wear can be a marvellous model for self-expression
Their roots actually lie in the southern US hip-hop scene of the 90s: bootleggers would sell colourful, DIY tees of popular rap stars, using ombre text above a collage of faces, a look that came to define the music. One could argue these tailored touches mask a disappearing sense of connection Another personalisation touchstone is the Carrie necklace: an affordable gold nameplate, introduced in the second series of Sex and the City, which aired in 1999. I use the bespoke text option and, a few days later, a Federer-esque textured cream bottle arrives bearing the words, in gold, “Dogs don’t like reggae / They love it.” The headline to a piece I wrote years ago, it crystallises the absurdity of my job.
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