Warby Parker does it, Soludos does it in a cute retro-beachy way, Aether has a killer airstream version. All over the country, fashion brands retailers are eschewing traditional brick-and-mortar shops and taking their wares mobile—as in, on trucks and other vehicles, bringing their awesome stuff direct to consumers.
The latest designer to jump on the four-wheeled bandwagon is London’s T-shirt king, Henry Holland. The House of Holland ice cream truck—which is called Mr. Quiffy—is painted in a smattering of Holland’s signature bold, graphic prints, and is in business all summer long—driving around the UK hawking the brand’s late-summer collection.
“I wanted to have my own store, I wanted to do something that was fun and inventive and something that’s a little bit fresh for a high summer collection,” Holland told Reuters. “Setting up an ice cream van is such a less, lesser cost than setting up a store in bricks and mortar, you know, and I’m able to have this physical presence on the high street from this really, you know, eye-catching way with much less a budget.”
Throughout the month of August, check out the House of Holland Twitter to find out where #MrQuiffy will be parked every day. That’s where you’ll find Holland’s brand-new collection, as well as some exclusive pieces (including accessories and eyewear) that can only be bought from the mobile store.