What if band merchandise could be more personal? 

That was the question Sleeping At Last frontman Ryan O'Neil had a few years back, and it was an idea that has led to the creation of a new website that allows fans to customize T-shirts with their favorite song lyrics and styles.

"Listeners let music into their lives in such meaningful ways," O'Neil wrote to his fans. "Why can't the things we buy to support the music we love reflect those meaningful connections?"

Today O'Neil unveiled his new company, Emphasis.

To create one-of-a-kind band shirts, fans go to the Emphasis online store, browse through the entire discography of lyrics of their favorite band (currently only Sleeping At Last is offered). They then hand-select their favorite lyrical phrases, which then go onto a T-shirt creator template. Fans then can choose their shirt color, the lyric layout, the fonts, the font colors and even the band's logo (and can browse pre-made concepts for inspiration or just order them). Once the custom merch is complete, fans click "buy." Orders will be made and processed between 2 and 7 days, and ship thereafter.

O'Neill said that his band is the first of "many" Emphasis artists to come, and noted that some of his favorite artists will be participating in the concept. 

Emphasis is giving "early adopters" $5 off through Nov. 14th, if they put in the coupon code EARLYBIRD.

Learn more and check it out at www.emphasis.is.