Young people are increasingly interested in customising and reconstructing clothes. For designers, this might sound like bad news. But by tapping into the creative energies of a new generation, brands can build a new kind of customer relationship. Alexander McQueen, Dior and Ganni have pivoted their usual marketing in favour of Instagram tutorials or challenges aimed at inspiring consumers to embroider, sketch or style home shoots. Going further to tap into Gen Z’s affinity for ethical, unique clothing, brands including A-Cold-Wall and Dickies are selling or giving away deadstock fabric or branded hardware to establish connection with a burgeoning audience that, in lockdown, is looking for hobbies.