The Ralph Lauren Rugby brand launched  a “Make Your Own” iPhone application , by which consumers can create their own Rugby shirt directly from their iPhone, which  can now also be done through interactive store windows in select stores..

By using the application and the shop window, customers can customize a Rugby shirt  with patches and lettering,  buy it, email it, post it to Facebook or save it. But if you might wonder how you would look with that particular shirt, you can upload a photo and actually see how it fits you. And by shaking the application, you can change your skin tone ore later your haircut. Afterwards you can share it with others in a public gallery and even rate the creations of others.

On the interactive store windows, all of this can be done by touching the glass with your hand. This means you can customize a shirt at the store anytime day or night, without even going inside.

Source: PSFK, Ralph Lauren Rugby