Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

People are giving new meaning to their clothes and finding joy in how they dress. Termed ‘dopamine dressing’, the movement reflects a recalibration of our relationship with the physical world and signposts the growing intersection between how people link mental and physical health.

Trap star Bad Bunny has teamed up with Crocs on a limited-edition pair of shoes that sold out in just 16 minutes. While comfort is a pandemic draw, Crocs’ 2020 success is also underpinned by the fact that people want to identify with pop culture and express their fandom through fashion.

Taking a page out of Snuggy’s book, the Oodie – a soft, hooded, wearable blanket – has proved to be a pandemic success, keeping people cosy at a time when physical touch is limited. As comfort continues to be a priority, people are embracing clothes that offer a tactile element.

In an always-on consumer culture, people are used to buying what they want whenever they want. But can possessions comfort and fulfill us during uncertain times? Canvas8 spoke to Bruce Hood, author ofPossessed,to understand the psychology behind owning new things.