Abstract: A helmet selection/customization process, which comprises obtaining a 3D scan of a user's head; identifying a retail helmet variant that would fit the user's head; providing the user with an option to select the identified retail helmet variant or design a custom liner for a base helmet; and in case the user selects to design a custom helmet, causing generation of a 3D model of a custom liner based on the 3D scan and a 3D model of the base helmet. The method includes determining, based on the 3D scan, parameters associated with the user's head; and accessing a database storing parameters associated with a plurality of retail helmet variants, wherein the identifying is carried out based on processing of the parameters associated with the user's head and the parameters stored in the database, so as to identify one of the variants in the plurality of retail helmet variants.