Not real sure how they got my email address but I recceived an html email announcement of Nike’s clean new retail site today.

I need to send someone a very special gift. I just remembeed that last January I wrote about eCreamery - a DIY ice cream company. The perfect e-gift for this ice creamoholic, and maybe you!

He, 17 years old says, “Hey, I just marked 6 tee shirts to buy on this new site.” She, mom says, “Are you kidding me, I bought two shirts for you on Threadless last year.”

Web 2.0 meets fashion meets social marketing meets designer community meets personal expression. That’s the elevator pitch for Threadless. Their words:

“Threadless was created to give designers and artists an opportunity to unleash a little creativity and display it to the masses. Anyone can visit the site, download our templates and submit a design. Then, the designs are voted on. The winning designers receive $1,000 in cash and prizes, huge amounts of notoriety and their design printed and sold on a tee.”

With tee shirts as ultimate fashion statement (just watch one episode of Entourage), it is easy to see that a mass clearing house for tees has to work. So much more interesting plus a business model. Hey VC’s, please, no more MySpace rip-offs.

I love the world of DIY marketing or mass customization or whatever you want to call it.

My new find is Ecreamery. Ecreamery lets you make premium ice cream customized to your personal specifications.

First you pick the amount of milk fat you want (8%, 12% or 14%). Then you choose from over 69 flavors like cheesecake or saffron and then toppings ranging from basil to lychee slices (yes, they have sprinkles too.) You then get to name your personalized concoction.

The cost? As the site says…. “All orders are made in your choice of 1/2 gallon or 1 gallon batches and shipped in either 4 convenient pint or 4 quart containers. For 8% gelato base, 12% base, and 14% base, the price for a 4-pint, 1 flavor order is $49.95 and $79.95 for 4 quarts.”

This could be next year’s agency holiday gift.