Philadelphia Online Retailer Lets Customers Pick the Sale Price

The man behind Philly Phaithful — a Northern Liberties-based company that designs original Philadelphia sports apparel — has launched a separate national clothing company that lets customers control the retail experience while pitting fanatic sports towns against each other.

Dan Hershberg, who started Philly Phaithful in 2008, launched Rivalry Wear with friend and former Cornell University soccer teammate, Jorge Lee, in 2013.

The duo is offering Rivalry Wear "deals" on originally designed sports apparel for a limited time.

Customers can dictate the price of each item, vote for the cities they want to see featured in deals and even submit their own designs.

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