Even though the desire to fit in is strong, the idea of i ndividual ity a l lows a person to feel special. Faster, more facile man ufacturing now a l l ows customers to benefit from lower prices, while sti ll a l lowing them to enjoy owning something that is truly u nique, becau se they contributed to the design process. Designers of many different types of products are taking advantage of both the tools and consumers' i nterest in finding this balance between the two. Compartmental ized design a l lows the customer to select how the elements of a product a re fa b ricated, creating one-of-a-kind combi nations. 9ta ilors produces qua lity shirts. M ixing fab rics and choosing specific design details, such as collar, placket, pocket pocket position, cuff, and cuff button, a l lows a customer to transform a 9ta i lors shirt i nto an original. Converse produces the iconic Chuck Taylor All Sta r h i-top sneaker, a style that is offered in the traditional ca nvas, suede, or leather-but that is just the fou ndation. Customers have many choices when it comes to the design and customization of the shoe, as well as a wide assortment of colors, resu lting in infi nite design variations. Based in the Netherla nds, fashion designer Berber Soepboer and graphic designer M ichiel Sch uurman designed the Colour-In D ress, a simple sleeveless dress with an A-line skirt. The third partner in the design process is the wea rer. She can use the textile markers provided with the d ress to make it her own. The graphic pattern on the textile lends itself to being interpreted in many d ifferent ways. The dress also has the potential to be a work in progress, should the wearer decide to add more color each time it IS worn. The whole customization process is particula rly s uccessful when the ga rment itself is familiar and the modifications are easy to i magine. Designers m ight be wary of giving up complete control, but in all of these exam ples, the product designers have the unique opportunity to see their design through the eyes of their customers. The exercise provides va l uable i nsight i nto what their audience wa nts