The clothes company has launched an iPhone app that allows users to design their own customised rugby shirt on their handset and then order the creation online.
The free app allows iPhone and iPod Touch users to customise rugby shirts with alphanumeric and varsity patches, and then superimpose their own face on the design and share it with others.
Users can share their look on Facebook Connect, email, or within the app's Rugby Gallery, which will distribute the look to Rugby.com as well interactive high street store windows across the US.
David Lauren, senior vice president of advertising, marketing and corporate communications, said: "Our goal is to put the fun and innovative lifestyle of Rugby into the hands of our customers and allow them to integrate their own personal style into their clothes.
"The iPhone provides us with a unique opportunity to engage the consumers with a truly, customizable platform to create and share their personal connection to the brand."