A method of conducting business for selling to a purchaser an article of apparel having interchangeable parts comprising the steps of offering for sale to a purchaser a multiplicity of base units of an article of apparel and a multiplicity of interchangeable components; providing a location for the purchaser to update the base unit with a purchase of a multiplicity of interchangeable components; creating an electronic purchaser user account to allow a purchaser to place an order of base units for the article of apparel and the interchangeable components; delivering the selected components to the purchaser; and updating the purchaser's user account to reflect the delivered components.