“In 2022, a growing number of artists will make a living crafting the ultimate in personalised products – goods whose unique decorations reflect both the buyers’ interests and the artists’ aesthetics.” Via WIREDUK WIREDWorld2022
Destiny Wilson was always a maker, fashioning wallets from duct tape as a kid and designing the cover of her school yearbook. Then, at 15, she started putting her designs onto thrift-store sneakers. Three years later, Destiny, aka The Artvst, is busy delivering custom designs for sneakerheads, from kicks with colours inspired by old Nintendo games to a pair that reflected one customer’s obsession with Taco Bell.
Three years ago, I wrote on Medium about the rise of microbrands – tiny, design-centric companies that use social media to target a narrow niche of people just like you. This new trend is the logical extension of the microbrand – instead of buying products for people just like us, in 2022 we will increasingly buy products designed just for us.
Why will 2022 be a turning point for this trend? For one thing, creators increasingly have the power to skip huge platforms such as Amazon and connect directly with consumers through services like Shopify, Etsy, Behance or Society6. These artists are able to find their long-tail audience through the algorithmically honed feeds of social networks such as TikTok and Instagram.
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