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Referring to “bespoke” as the latest thing is admittedly a bit of a stretch. After all, the term’s usage dates to 1580 (bespeak—meaning “to arrange beforehand”). And, for as long as anyone in the branding world can remember, bespoke has meant the same thing: that obscenely expensive men’s suit from a tailor on Savile Row or Madison Avenue.
But just in case you haven’t noticed, bespoke (a clunky modifier that means completely made-to-order) is enjoying a rather unusual renaissance, popping up not only in ad copy but also within categories that have nothing to do with suits: sneakers, jeans, and even bicycles and rare hardwood floors.
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