Mass Customization has gained momentum over Mass Production in the apparel & footwear industry. This paper talks about why industry should look at this business strategy and how this concept has evolved over a period of time. There are many apparel & footwear players adopting this concept, but at intermittent stages. The prime drivers of mass customization are technology, supply chain transformation and organizational restructuring. There has been major advancement on the technological front, starting from taking a customer's measurement through body scanning, to product development and finally delivering the right kind of customized product to customer. There are plenty of supply chain changes happening at different level to customize the product and many small and large players are already there in this space. The research has also tried to explore various apparel & footwear industry players' movement towards mass customization, and the cost drivers and cost savers associated with this concept.