The word bespoke (/bəˈspoʊk/) has evolved from a verb meaning "to speak for something" to its contemporary usage as an adjective describing first tailor-made suits and shoes, and later, anything commissioned to a particular specification, and most recently to a general marketing and branding concept implying exclusivity and limited runs.
According to Collins English Dictionary, the term was generally British English in 2008. American English tended to use the word custom instead, as in custom car, or custom motorcycle. Nevertheless, bespoke has seen increased usage in American English during the 21st century