The word bespoke (/bəˈspoʊk/) has evolved from a verb meaning 'to speak for something', to its contemporary usage as an adjective. Originally, the adjective bespoke described tailor-made suits and shoes. Later, it described anything commissioned to a particular specification (altered or tailored to the customs, tastes, or usage of an individual purchaser). In contemporary usage, bespoke has become a general marketing and branding concept implying exclusivity and limited runs.