It’s actually more of a van than a truck, but either way, the public relations team behind Henry Holland’s new pop-up store deserves a nod. On Friday, the designer will pack a new, limited edition collection into a re-purposed ice cream truck, named Mr. Quiffy after his hairstyle, to drive it through the streets of London and Manchester to peddle his wares. Unpredictably, the purpose of the truck is to coincide with and celebrate the new collection’s launch over e-commerce.
It’s also an unlikely form of research for a more traditional standalone store, of which the designer currently has none. With plans to open one soon, he’s using the truck to see what people like. Everyone on Holland’s staff will take turns driving it, including Holland himself, as firsthand research into what its customers are buying. It’s really data collection for the post-modern era.
Mr. Quiffy might soon be joined by others — Holland expressed enthusiasm for a fleet of ice cream-turned-fashion vans.