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J. Hilburn, a men’s custom apparel producer, will launch an e-commerce initiative today. The Dallas-based firm, which has been in business since Father’s Day of 2007, counts 30,000 clients and produces custom dress shirts and pants; it also sells ready-to-wear sportswear and accessories. The company sells direct to consumers through a network of 800 style advisers nationwide.

“Traditional retailers can sell clothes online because they complement their Web sites with the experience of physical stores,” said co-founder and chief executive officer Hil Davis. “We’re launching e-commerce to expand a brand that we’ve already built through an offline experience, which starts with the initial consultation with a style adviser.”

On, customers can design their shirts, choosing from more than 300 Italian fabrics and selecting fit, collar, cuffs, buttons and other details. Visitors will also be able to build their own slacks and purchase items such as cashmere sweaters, polos and accessories. J. Hilburn asks new clients to input a zip code and then will send a local personal style adviser to take measurements, ensure proper fit and offer individual style advice.

The company, which was co-founded by Veeral Rathod, president, sold 60,000 custom shirts in 2010.

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