On his 31st birthday recently, Richard Moross arrived at the offices of Moo Print, the company he found-ed, to find all 34 staff dressed in his signature uniform of black jacket and shirt, blue jeans and white shoes.

It was a fitting tribute to a man who has become a bit of a cult fig--ure in London's technology start-up circles. Moo makes customised business cards, often using photographs pulled in from community sites such as Facebook and Flickr. After a rocky start, they have become the calling card of the web 2.0 generation, and Moo has done its best to encourage their ex-change with a notorious summer party. But Mr Moross has also act-ed as a mentor to many of the young companies that pass around his cards, which cost £10 for 100.