I'm looking for a near future (I'm pretty sure) Sci Fi book that may have more than one protagonist, but has at least this one female lead. I heard a passage from the book somewhere (possibly a podcast with some audio book endorsement) that was very memorable. It referenced a main trait of this character being that she took all the labels/logos off of her clothing and apparel. She was extremely design centric and even came up with a word (possibly containing a 'verbed' form of her own name) to describe the action or aesthetic of doing this to her stuff. I remember the name being short and direct and unique, but I could be wrong about that.
I believe that this was a recent title, and possibly by a rather prolific author. I hope this helps, this is kind of driving me nuts.