Not just customised luxury. Timberland has exported footwear customisation to Europe: if you go on the site, there are 11 models for which you can choose the colour of the upper, stitching, laces and the main components of the shoe, as well as getting monograms sewn onto the tongue, the heel or the hangtag. The service is called DYO (Design Your Own), not to be confused with Gucci’s DIY (Do It Yourself). The customisation service is now widespread in fashion, and especially in luxury, to make the product more exclusive. The first was Louis Vuitton with its Mon Monogram service, with which you can customise the Speedy Boston bag, the Neverfull shopper, the Keepall travel bag and the whole range of wallets and briefcases with initials and coloured stripes. Prada also began with bags, and then extended the service to footwear. Bottega Veneta (bags) and Tod’s (shoes) also offer customisation, as well as Fendi and the sports giants Nike and Adidas.