ShirtsMyWay, the brainchild of two twenty-something entrepreneurs, offers some 7 trillion ways to customize a dress shirt online. Co-founder Peter Crawfurd calls it "on-demand production" that starts with 25 fabrics, then layers on myriad choices for stitching, pockets, cuffs and other features. Experts say that such "mass customization" is the future of retail, with applications ranging from furniture to handbags.

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