Luxury menswear brand J. Hilburn pairs online-initiated custom orders with the personalized tailoring of (and offline relationship with) the brand's style advisors.

Customization and personalization have been lauded as advantages of e-commerce since the early days. But in reality, customization is seldom focused on the merchandise, and mostly offered on a rather limited basis (the illusion of control, or partial control, is still different than full-scale control). For this reason, the press – including Mashable and the New York Times – took notice when custom menswear brand J. Hilburn added online orders to its distribution system this past weekend.

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