Last Christmas Weare (Moving Brands) set up a screen made of fairy lights in the Moving Brands window. They then invited people to send messages and drawings, via a simple web-interface, to be shown in sequence in the window. The window was captured by webcam and broadcast live to the internet.
They stored everything sent to the window in a gallery, and the full sequence has been used to create a scarf.
Weare calls it Co-created fashion. The 2007 scarf is available now for orders, designing the 2008 scarf will be starting in a few weeks. Check it out.