Whether it’s lurid, hip-hop-style tribute tees or monogrammed socks, making a personal mark on the things we wear can be a marvellous model for self-expression

It was Roger Federer’s white jacket in 2006 for me. Golden initials embroidered on the breast pocket, as he lifted the Wimbledon trophy. The elegant monogram suggested an aristocratic elan that I craved. Was it possible to grab some of his pedigree, without the achievements or money, but with some simple stitching? I wondered if I would feel like a fraud.

Twenty years later, such personalisation is attainable, and everywhere. Monograms and other distinctive touches, formerly the preserve of the rich, can be anyone’s. Zara, H&M and Uniqlo offer embroidery options in-store. You can buy personalised phone cases, keyrings and socks through Etsy, Glenfiddich whisky bottles labelled with your name, and Converse Chuck Taylors with your face on them. Buying a shoe tree the other day, I was asked if I wanted my initials etched on the heel knob. Oxford Street’s newest pop-up, Hus of Frakta, offers a monogrammed Ikea bag. We personalise football shirts on stag dos and birthdays, and print ironic T-shirts with the faces of loved ones. What’s with all the self-regard – and is identity so easily bought?